A Marketing Research Report

On

Comparative Analysis of

PREPARED BY
SHAH AMIT A.

CLASS
T.Y.B.B.A.

ROLL NO.
33

ACADEMIC YEAR:
2009-10

COLLEGE
R. P. BHALODIA COLLEGE
GUIDED BY
MR. KULDEEP JOBANPUTRA

SUBMITTED TO
SAURASHTRA UNIVERSITY
RAJKOT
 DECLARATION

I the undersigned Mr. Shah Amit A. Student of

T.Y.B.B.A R.P.Bhalodia college, hereby declare that
the project work presented in this report is my own
work and has been carried under the supervision of
Mr. Kuldeep Jobanputra of R.P.Bhalodia College,
Rajkot.

This work has not been previously submitted to

any other industries or universities for Examination.

Place :- Rajkot.
Date :-

Shah Amit A.
(Signature)
 PREFACE

The inclusion of practical study as a part of B.B.A

curriculum has not only enhanced my knowledge but
with its enriching experience corporate world of
business.

The object of practical training is to develop

awareness among the students about Industrial
atmosphere and how to manage the industry or firm
in general. The popularity of most education
increased because of its practical approach and field
knowledge.

In practical fulfillment of the study, I got the

opportunity to take industrial training at Videocon
International.

The project report aims to provide all the data I

have collected on my own during practical training at
Videocon.
 ACKNOWLEDGEMENT

It is truly said that in all stages of life success

depends in a very large measure upon individual
initiative and exertion and cannot be achieved except
by dint of hard work. In any field success demands
lots of efforts knowledge guidance, co-operation and
sincerity.

It is my pleasure to present this report before

you, which is a combination of knowledge and hard
work.

I am heartily thankful to Mr. Pandya Hardik

Marketing Manager of Videocon International Rajkot
branch, who has given me permission for marketing
report and helped me lot to prepare a questionnaire.

I am heartily thankful and give me immense

pleasure to express my deep sense of gratitude to
Prof. of R.P.Bhalodia College who gave me complete
guidance, which really helped me a lot.

I am also thankful to my friends and family who

have always been with me whenever I needed.

Last but not the least I would thank God for

helping me throughout because without his
permission even a leaf cannot move.

Date: -
Place: - Rajkot _____________
Shah Amit A.
(Signature)
 INDEX

No. Particulars
1. General Information

2. Marketing Department

3. Product Department
4. Research Analysis

5. SWOT Analyses

6. Suggestions

7. Future Plans
8. Conclusion

9. Questionnaires

10. Bibliography
 GENERAL INFORMATION

No. Particulars
1. Introduction
2. Introduction History & Development
3. Growth of Company
4. Board of Directors
5. Executives Summary
6. Product of the Company
7. Brand Basket
8. Size of Unit & Type of Organization
9. Corporate Profile
10. Plant Location
11. LOGO Logic
12. Philosophy & Resolve
 INTRODUCTION

Marketing is often dynamic, challenging and rewarding.

It can also be frustrating and even disappointing. But it is
never dull. It is the part of organization where “The Rubber
meets Road” the place where an organizations ideas
planning and execution are given the acid test of market
acceptance or rejection.

“Marketing is job to convert essential needs in to

profitable opportunities. Marketing consists of all activities
by which a company adopts itself to its environment
relatively and profitability.”

Before few years ago there was no need for marketing

because there was no competition in market and so as
compared to supply of product there was more demand so
there was no use of Marketing of products.

Acc. to Philip Kotler, “Marketing is the process of

planning, executing the competition, pricing, promotion and
distribution of ideas, goods and services to create exchange
that satisfy individuals and organization goals.

Marketing management includes management of

demand, promotion, price and place means distribution
channels management etc. Promotion includes advertising,
publicity, sales promotion and personal selling etc Price
includes strategies of products, place includes management
of distribution network and its cost, effectiveness, efficiency
etc.

In today’s era each and every step any scale of

business needs marketing tools for marketing their business
and providing a lifecycle to it. Today consumer marketing
serves as a doctor for patient.
 HISTORY AND DEVELOPMENT

Videocon is very reputed and one of the big player in consumer

electronic & home appliance co. in India the co. was started by the Late
Shree Nandlal Madhavlal Dhoot, a men of ideas, a man of substances, a man
of vision who was responsible for setting of up at string the way to the top
with his talents & will power.

He first has sugar mill, in Maratha Wada region in the year 1955, the
sugar cursing business grow but he found searching for some way to reach
out directly to consumer. Though he took opportunity to establish at
Aurangabad, the leadership of Bajaj Auto. In 1972 by 1980 he saw a huge
change in the field of electronics & Home Appliances, trusted by over 50
million people to improve their quality of life.

Videocon is today’s very reputed firm. It was started 1986-87 at that

time its business was Rs. 60Cr. And today it has crossed the amount of
Rs.5000Cr. and with five companies.

The Dhoot Brothers Promoters of Videocon leads the success of the

company to its strategy of being the house hold appliances industries
Videocon has notched up many exciting first by exporting the worlds most
advanced technologies. In color TVs Videocon easy the first Indian
company to introduce Picture-in-Picture, turbo sound, surround sound, larger
screen size, the full fast square tube, bazooka technology & the freedom
series affordable high quality range color TVs for the processes conscious
consumer. Also it has very recently launched Internet Television for the
growing children in the growing trend.

The company has invested Rs. 52 Crores in molding shops to meet

their entire requirements of cabinets for television, audio, VIDEOCONR and
tubes. For washing machine, it has also invested Rs.22 Crores in component
producing facilities to make fly back, transformers and turners and another
Rs.16 Crores to make black & white Picture tubes. And a glass sheets
projects with GNFC (Gujarat Narmada Fertilizers Company) and Videocon
will be fully interred entertainment electronics groups.
 Videocon has invested 400 Crore Bangalore in Apricot India Limited
to build up the world class refrigerators.

The company is still developing with great speed like today its
turnover is more then Rs. 5000 Crores. Like this the progress is smoothly
going on & it breaks the old record by establish new record.

Whatever the heart desires. Videocon makes and that is why, when
you bring home Videocon quality you bring you bring happiness for the
family.

Videocon group companies have won prestigious approvals

certifications from India and abroad. These include the approvals from the
VDE testing & certification institutes, Germany, the British Standards, the
CE approval from exporting and the ISO9002 Certification.
 GROWTH OF COMPANY

We have now entered in to the world of 21st Century.

This new century has put before us many new challenges,
which we have to readily accept. It has also created many
innovations which might have been unimaginable or
unbelievable for people with the change.
 BOARD OF DIRECTORS

• Venugopal N Dhoot
• Naveen B Mandhana
• Lalchand Lalwani
• Vishnukumar Rathi
• Hariprasad Malpani
• Raghunathdas Somani
• S Padmanabhan
• S S Dayama
• B K Chopra
• Ajay Saraf (Nominee of ICICI)
• K Sivaprakasham (Nominee of ICICI)
• A K Gupta (Nominee of ICICI)
 EXECUTIVES SUMMARY

Videocon was established in 1986-87 as home appliances firm by

Late Shri Nandlal Madhavlal Dhoot. Then after it diversified to many firms.
It is diversified in many sectors like Videocon Appliances Ltd, Videocon
Communication Ltd, Videocon Narmada Glass Ltd, Videocon Petroleum
Ltd etc. Recently Videocon has contract with Thomson & Videocon buy
Electrolux as well as it is main glass cell manufacturing in India. It has made
good position in international market also. Following is the basic
information of Videocon.
Name Videocon International Ltd.
Year of 1986-87
Establishment
Promoter Late Shree Nandlal Madhavlal Dhoot
Registered Office Autocard Compound,
Adalat Road,
Aurangabad-431005
Maharashtra, India.
Corporate Office 121, Mittal Court Wing,
17th Floor, Nariman Point
Mumbai-400021
Maharashtra, India.
Branch Office 201, Heera Panna,
Nr. Jagnath Mandir,
Dr. Yagnik Road,
Rajkot-360001
Gujarat, India.
Form of Public Limited Company
Organization
Size of Large Scale
Organization
Products Television, Refrigerator, Microwave,
Washing Machine, Air Conditioners,
DVD/VCD player, Dish Washer, Music
Player.
Competitors Samsung, Onida, Bush/Baron, Sony, Akai,
Toshiba, Panasonic, TCL, BPL, Whirlpool,
Kenstar, Godrej, Philps etc.
Accounting Year 1st April to 31st March
Bankers State Bank of India, ICICI, HSBC,
Corporation Bank, Central Bank of India.
Website www.videoconindustries.com
 PRODUCT OF THE COMPANY

The product is the most important converser by which

any firm can prove its efficiency and iteration of quality
product is a symbol of the business firm. It is a center point
around which all the activities of business i.e. Marketing,
Finance, Production etc. are woven without a product
nothing to sale, nothing to price & nothing to run business.
Product is an engine of the vehicle of the company for
providing consumer satisfaction.

Videocon is engaged in the production of Electronic &

Home Appliances.

They produce television, Internet Television, Washing

Machine, Refrigerators, Air Conditioners, Video Cassette
Player, Video Cassette Recorder, Black & White Television,
Audios, Disk Washers, Power Inverters, Hi-tech Product as
well as No Frost Refrigerators.
 BRAND BASKET

Tie-ups with Global Leaders

Partner Product Nature Of Tie-Up

Toshiba Corp Colour TV Technical Collaboration-
Brand Arrangement
Samsung Electronics Fly Back Technical Support
Transformers, Tuners
Matsushita Electric Washing Machine Technical * Collaboration
Matsushita Electric Air Conditioner Design & Drawing
Matsushita Electric Refrigerator Design & Drawing
Sansui Electric Co. Ltd Audio Products ODM for Indian Market
and Colour TV
Techneglas Glass Shell Technical Collaboration
Akai Audio Products ODM for Indian Market
and Colour TV
Hyundai Colour TV ODM for Indian Market
Electrolux AB Sweden Refrigerator, 1.ODM & Indian Market
Air Conditioner and 2. Sourcing of components
Washing Machine for Global
Market
3.ODM for Global market
 SIZE OF UNIT AND TYPE OF ORGANIZATION

There are 3 scales of industries that is large scale,

medium scale & small scale.

Videocon International ltd. is more than 3 crores

investment so we can say that it is Large Scale Industry.
 CORPORATE PROFILE

The Videocon group emerges as a USD 2.5 Billion

global conglomerate continuing to set trends in every sphere
of its activities from a conference room sized assembly line
in 1979.

Today the group operates through 4 key sectors:

Consumer Durables Thomson CPT CRT Glass Oil & Gas

Consumer Electronics, Home Appliances &

Compressor manufacturing in India

We enjoy a pre-eminent position in terms of sales

and customer satisfaction in many of our consumer products
like Colour Televisions, Washing Machines, Air Conditioners,
Refrigerators, Microwave ovens and many other home
appliances, selling them through a Multi-Brand strategy with
the largest sales and service network in India. Refrigerator
manufacturing is further supported by our inhouse
compressor manufacturing Technology in Bangalore.

Display industry and its components

With the Thomson acquisition Videocon has emerged

as one of the largest Colour Picture tube manufacturers in
the world operating in Mexico, Italy, Poland and China,
continuing to lead through new innovative technologies like
slim CPT, extra slim CPT and High Definition 16:9 format
CPT.
Colour Picture Tube Glass

Videocon is one of the largest CPT Glass

manufacturers in the world with a high level of experience
and technical expertise operating through Poland and India.
Videocon will leverage on this synergy after the Thomson
acquisition to internally source glass for its CPT
manufacturing increasing efficiencies and lowering costs.

Oil and Gas

An important asset for the group is its Ravva oil field

with one of the lowest operating costs in the world producing
50,000 barrels of oil per day. The group has ambitious plans
for expansion in this sector globally.
 PLANT LOCATION

Videocon International Limited

14 Km Stone, Aurangabad-Paithan Road
Village Chitegaon
Tq- Paithan
Dist: Aurangabad-431105
Videocon Applainces Limited
15 Km Stone, Aurangabad-Paithan Road
Village Chitegaon
Tq- Paithan
Dist: Aurangabad-431105
Videocon Communications Limited
Gut No 350, Bhalgaon
Dist: Aurangabad – 431210
Applicomp (India) Limited
Survey No-6 To 11
Krishna Sagar Village
Attibele, Hosur Road
Bangalore -562107
Indian Refrigerator Co. Ltd
Plot No-72 (Phase -1)
Sipcot Industrial Complex
Hosur – 635126
Millennium Appliances India Ltd
Hardwar Park, Survey No-1/1
Village Imarat Kancha
Maheshwaram Mandal
Dist. Ranga Reddy – 500 005
Videocon Narmada Glass
P.O Box No-68
Videocon House
Village Chhavaj
 LOGO LOGIC

This is the new 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 bringing 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 million of
satisfied customers will agree.

The new 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’. Along with the steely glint, this communicates
the group's global ambition, its strength, sterling credentials
and innovative drive. A symbol that proclaims a paradigm
shift. A sign that represent the new force that is Videocon.
Thus recapitulating our principle of reaching out and
touching the lives of millions of people. Worldwide.
 PHILOSOPHY & RESOLVE

No business can function in a vacuum. There is the

society at large with which it engages in innumerable
transactions; the more involved the engagement, the better
its qualitative and quantitative effect on the business. Aware
of this debt to society, a successful corporate like Videocon
is committed to fulfilling its obligations: both as providers of
outstanding products as well as sterling community
initiatives.

They include, among others, a first-rate academic

haven for the high-school education of underprivileged girls
and a 100% world-class, charitable hospital specializing in
cancer and heart surgery for the benefit of society’s
marginalized sections. Videocon’s deep-rooted commitment
to environment conservation translates into process
improvements that help recycle CRT glass, curb carbon
emissions and other pollutants. Among others, the group’s
India glass plant has supported a large-scale initiative like
the plantation of over 2,00,000 teak trees.

A part from material support, society needs spirit; that

vital ingredient that makes the difference between living life
and merely existing. Videocon is inspired heavily by the
uplifting nature of sports; its power to generate mass
passion, where innumerable hearts throb as in unison; its
ability to draw people together irrespective of differences in
race, religion, gender or caste. Unity of spirit and purpose is
ultimately what builds bridges between diverse cultures. This
is the core belief of a group that has operations spread over
a cross-cultural milieu worldwide. Videocon supports mass
sports for another reason: at the heart of sports is fair play, a
virtue that enjoys exalted status among values cherished by
Videocon.
 The group’s sponsorship of cricketing events across the
globe underlies its commitment and passion for sports as
well as its goal to uplift the spirits of a global audience.
Videocon has not forgotten the grassroots either; the
Videocon School of Cricket launched in Kolkata under the
guidance of former India captain, Saurav Ganguly, aims to
inspire budding cricketers in the age group of 10 to 17 years
to greater heights.
 INDEX

No. Particulars
1 Introduction
2. Organization Structure
3. Marketing Competitiveness
4. Market of Product
5. Channels of Distribution
6. Marketing Research
7. Branding & Slogan
8. Marketing Mix
 Product
 Price
 Place
 Promotion
 INTRODUCTION

Acc. to Philip Kotler, “Marketing is a social & managerial

process through which individual & groups can obtain what
they need & want through creating, offering & exchanging
product value with others.”

Marketing is comprehensive term, marketing is

management functions to plan promote & deliver product to
customer. A successful marketing strategy has better
marketing tools by which the firm may overcome existing
competition. We have to be strong either on one front as all
other fronts, which create a demand for our products. At any
time there may be no demand adequate and marketing
management must find ways to deal with marketing
different demand status.

Videocon International Ltd. has a marketing department branches in

several cities like Rajkot, Ahmdabad, Baroda, and Mumbai etc. all
marketing decisions are taken from these branches.
 ORGANIZATION CHART

The main aim of marketing department is to translate

consumers demand into physical product or services. It helps
the whole organization. It knows the demand of consumers
through marketing channels. The organization of marketing
department is dependent on structure of marketing
department.

The marketing department of Videocon is in Mumbai &

branches of marketing department are distributed in several
cities.

The organization chart of marketing department of

Videocon is as follows:-

PRESIDENT

Executive vice president of Marketing & Sale

Sales vice president Marketing Vice

President
Other
Sales Forces Marketing
Forces
 MARKETING COMPETITIVENESS

Videocon today is a household name across the

nation. India’s no. 1 brand of colour TV’s, Audio Systems,
VCR/VCD, Washing Machine, Refrigerators & Air
Conditioners.

Videocon is having so many competitors in the field of

each product. Some competitors of Videocon are BPL, LG,
AIWA, ONIDA & SAMSUNG.

I have come to know from my survey that Videocon

is better than other companies and consumers demand more
than other companies’ product.
 CHANNELS OF DISTRIBUTION

With the competition of production the next problem

faced by producer is to sell the goods to targeted
consumers. There is always a link between producers &
consumers. The way through which the goods flow from
producer to consumers is called Channels of Distribution.
Marketing channels are sets of interdependent organization
involved in the process of making product or services
available for use or consumption.

Marketing channel decision is among the most

critical decision. Once a firm chooses a marketing channel it
must be usually remain for a substantial period. Most
producers sell their goods through wholesalers, retailers or
agents, which form a part of marketing channel. They must
choose the cheapest channel because it is very risky.

There is only one type of channel of distribution in Videocon. They

appoint dealers for selling their product. Videocon has a network of over
4000 dealers. The chart of distribution is as under:-

DISTRIBUTORS

DEALERS

CONSUMERS
 MARKET OF THE PRODUCT

The main product of Videocon International Limited is

Television and Home Appliances.

Now a days Videocon sell over five and half million

consumer electronic and more than million Home
Appliances. All the products are designed taking in to
consideration the customers convenience, entertainment
and comfort etc.

In short Videocon has both Domestic & International

market.
 MARKETING RESEARCH

Beside the internal report of marketing executives,

the management often focused studying of specific problem
& opportunities for better marketing activities. The
management often has to face many problem related with
marketing like pricing decision, promotion decision, market
segmentation etc. these problem look to be decreased of
marketing & therefore the exact cure is required.

In marketing research the marketing is the doctor to

cure all these diseases.

We can find its systematic meaning from definition

shown below:-
“Marketing Research is the systematic design, collection analyses &
reporting of data and finding relevant to specific market situation
facing the companies.”

Videocon International Limited carried out their research work in regular

interval when there is fluctuation in sale of any product of the company.
Sometimes the company also carried out research work to know the view of
people about the new introduced product of the company.
 BRANDING & SLOGAN

The word brand is a comprehensive term. A brand is a name,

term, symbol or design to identify the goods or services of one seller or
group of seller & to differentiate them from their competitors.

The Videocon International Ltd. uses the brand name Videocon for its each
& every product.

Some slogans are used in branding & trading. The slogan with
right meaning attracts the consumer to purchase particular product.

Videocon International Ltd has slogan as follows:-

• Bring Home The Leader…

• We Love Winning We Love Videocon…
• India Today The World Tomorrow…
• Right Movement Right Time…
• Technology For Health & Pleasure
• Expect More From Videocon
• Agge, Sabse Agge Videocon
 MARKETING MIX

1. PRODUCT

Product is an engine of Vehicle of the company for

providing consumer satisfaction. The product is the most
important converser by which firms can prove its efficiency
identification of quality. Product is the symbol of the
business firm product is the center point around which all
the activities of business i.e. Finance, Marketing, Production
etc. are woven. Without a Product nothing to sale, nothing to
price and nothing to run a business.

Videocon has divided its product in to three parts :-

• Consumer Electronics
• Home Appliances
• Business Electronics (New Products)

They Produce Color Television, Washing Machine,

Video Cassette Player, Refrigerators, Disk Washers, Power
Inverters, Air Conditioners, Internet Television etc.

The Important products among these are Television,

Refrigerators & Washing Machine.

2. PRICE

Price is the matter of vital importance to both seller

and a buyer in the market place. Without pricing there
cannot be marketing only when a buyer & a seller agree on
price we can have exchange of goods or services.

Videocon gives more importance to prices they set price as possible

low so that middle class and poor people can also purchase their product.
 This company has three objectives in pricing: -
Product, Quality & Leadership. This company gets success in
all this objectives.

The price policy of Videocon is formulated keeping

in mind, the fact that majority of Videocon Consumers
belong to upper class & upper middle class. Therefore the
pricing policy is formulated in such a way that it is affordable
by all classes of people & it is not burden on the income. The
top most of the Company formulates all policies.

3. PROMOTION

Promotion is the process of Marketing, Communication. Persuasion,

involving information. Promotion has three major purposes; it
communicates marketing information to consumers, users & retailers. The
Promotion mix includes the following:-

Sales Promotion, Advertising, Sales Force, Publicity, Direct

Marketing.

Videocon has different promotion policy tools of

promotion like Sales Promotion, Advertising, Sales Force,
Publicity, Direct Marketing. Marketing department of the
company defines this policy.
4. PLACE

The Place mix decision, the decision of location also plays critical
role for retailer should locate enough stores in easy city to get gain
promotion & distribution economic. The place includes channels of
distribution, coverage, inventory transport, warehousing etc.

Distribution channel means the channel by which finished product is

reached from producer to consumer or users. It is the channel through which
goods are moved as smoothly as possible.

Videocon International Ltd. has two level channel of

distribution of different products. Videocon has a network of
4000 dealer.

The chart of channel of Distribution used by company

is as under:-

Manufacturer

Branch Officer

Dealers

Sub-Dealers

Consumers
 INTRODUCTION

VIDEOCON is the leader manufacturer of consumer goods & Home

appliances and production mix included product width, depth, length and
consistency.

VIDEOCON’s product line is very large round about 100 different

products available in the market.

This is the product length of VIDEOCON company.

 TV Sets
 Multimedia Speakers
 DVD
 Refrigerators
 Washing Machine
 Microwave Ovens
 Air Conditionar
 REFRIGERATORS

DIRECT COOL REFRIGERATORS

55X – DC
 Capacity 50 ltr.
 Stainless steel
 Grey finish
 Energy efficient
 Compressor
 Sleek interiors
 Recessed door handle

S091 DX
 Capacity 50 ltr.
 Stainless steel
 Grey finish
 Energy efficient
 Compressor
 Sleek interiors
 Recessed door handle
 S 130
 Capacity 126 ltr.
 Smart freezer
 Energy efficient
 Recessed door handle
 Round door
 Accessories with attractive graphics
 External condenser
 Cap door top
 Removable gasket

S 183
 Capacity 180 ltr.
 Embossed door handle
 New door cab
 Bigger freezer box
 Energy efficient Compressor

S 192
 Capacity 190 ltr.
 2 wire shelves with 8 adjustable slots
 Removable gasket
 Place to fit 2 ltr. Bottle
 Energy efficient Compressor
 Duo cooling chill
 Door lock
S 192 DX
 Capacity 190 ltr.
 2 wire shelves with 8 adjustable slots
 3 star rating
 Removable gasket
 Place to fit 2 ltr. Bottle
 Energy efficient Compressor
 Duo cooling chill
 Door lock

S 192 GLX
 Capacity 190 ltr.
 Sparkle / hairline door finish
 2 wire shelves with adjustable slots
 3 star rating
 Removable gasket
 Place to fit 2 ltr. Bottle
 Energy efficient Compressor
 Duo cooling chill
 Door lock
 Adjustable slot facility
 Tinted transparent crisper box

S 192 FLR
  Capacity 190 ltr.
 2 wire shelves with 8 adjustable slots
 4 star rating
 Removable gasket
 Place to fit 2 ltr. Bottle
 Energy efficient Compressor
 Duo cooling chill
 Door lock
 Floral pattern door finish
 Tinted transparent crisper box with
green color

S 220 SSDX
 Capacity 225 ltr.
 Stainless steel
 Gray door finish
 Table top
 Spacious interiors
 Adjustable wire shelves
 Transparent freezer door
 Transparent accessories
 Side lock facility
 Stainless steel grey finish

S 225
 Capacity 225 ltr.
 3 wire shelves with 8 adjustable slots
 3 star rating
 Color deco shelf net
 Energy efficient Compressor
 Door lock
 Blue color crisper box
 Embossed door
S 225 DX
 Capacity 225 ltr.
 3 wire shelves with 8 adjustable slots
 3 star rating
 Colour deco shelf net
 Energy efficient Compressor
 Door lock
 Blue colour crisper box
 New door pattern

S 225 GLX
 Capacity 215 ltr.
 Sparkle / hairline door finish
 3 wire shelves with 8 adjustable slots
 3 star rating
 Colour deco shelf net
 Energy efficient Compressor
 Door lock
 Tinted transparent blue crisper box
 New door pattern

S 225 FLR
 Capacity 215 ltr.
 3 wire shelves with 8 adjustable slots
 4 star rating
 Colour deco shelf net
 Energy efficient Compressor
 Door lock
 Tinted transparent green crisper box
 Floral door pattern
 S 332
 Capacity 320 ltr.
 PCM door handle
 Opaque freezer door
 Transparent door accessories
 Humidity control crisper
 Deodorizer
 Spacious compartment

FROST FREE REFRIGERATORS

D 240
 230 ltr. Frost free
 Crisper cooling technology
 Twist ice tray
 Six adjustable slots
 2 deco wire shelves

D 240 DX
 230 ltr. Frost free
 Crisper cooling technology
 Twist ice tray
 Transparent crisper box
 Transparent crisper and chiller tray
 Deodorizer
 Transparent door accessories
 Door lock
 Six adjustable slots
 2 deco wire shelves

D 275 DX
 Capacity 250 ltr.
 Germ free liner
 Sensi flow system
 Dura fresh
 Deodorizer
 Twist ice tray
 Straight handle
 Stainless stool finish
 Center lock facility
 Transparent door guard
 Humidity control
 Transparent chilled room

D 280
 Capacity 250 ltr
 Digital sensi flow
 Transparent accessories
 Wire shelt
 Glass crisper cover
 Door lock
D 280 DX
 Capacity 250 ltr.
 Transparent shelves
 Humidity control crisper
 Digital sensi flow
 Deodorizer
 Twist ice tray
 Door lock

D 350 DX
 Capacity 350 ltr.
 Stainless steel finish
 Deodorizer
 Twist ice tray
 Transparent shelves
 Transparent chill tray
 Glass cover crisper with humidity
control

312 DX
 Capacity 290 ltr.
 Stainless steel door finish
 Digital sensi flow
 Dura fresh platinum deodorizer
 Green house crisper
 Chill zone
 Humidity control crisper
315 X – FF
 Capacity 290 ltr.
 Stainless steel finish
 Chrome plated door cap
 Intelligent Omni flow
 Deodorizer
 Green house crisper
 Humidity control crisper
 Twist ice tray

D 350
 Capacity 350 ltr.
 Twist ice trays
 Wire shelves
 Transparent chiller roo
 Digital sensi flow
 Deodorizer
 Glass cover crisper
 Door lock
D 452 MFE
 Capacity 450 ltr.
 Multi air flow system
 Deodorizer
 Spacious compartments
 Transparent accessories
 Door lock
 Vertical handle

D 500 DX
 Capacity 450 ltr.
 Dual tone steel finish
 Vertical chrome plated handle
 Chiller room
 Twist ice tray
 Door lock
 Deodorizer
 Humidity control
WATER MATIC REFRIGERATORS

S 192 WDDX
 Capacity 190 ltr.
 2 wire shelves with 8 adjustable slots
 3 star rating
 Removable gasket
 Place to fit 2 ltr. Bottles
 Energy efficient compressor
 Duo cooling chiller
 Door lock facility
 Water dispenser
 Deco shelf net
 Tinted transparent crisper box with
blue colour

S 220 WDDX
 Capacity 215 ltr
 Thai door handle
 Water dispenser
 Spacious compartment
 Humidity control knob
 Special refrigerator mount
 Door lock
 Gravity controlled water dispenser
D 280 WDDX
 Capacity 250 ltr.
 Frost free
 Water dispenser
 Steel finish
 Transparent shelves
 Digital sensi flow
 Humidity control crisper
 Twist ice tray
 Door lock

S 332 WDDX
 Capacity 320 ltr
 Gravity controlled Water dispenser
 Stainless steel finish
 3 ltr water dispenser capacity
 Humidity control crisper
 Deodorizer
 Spacious compartments
SIDE BY SIDE REFRIGERATORS

VSBS 775 DX
 Capacity 775 ltr
 Sliver mist cover
 Humidity control crisper
 Covered dairy compartment
 Adjustable door bins
 Ice & water dispenser system
 Utility bin / egg bucket
 Crystal clear ice & water filtration
system
 Freezer shelves
 INTRODUCTION

Analysis and interpretation is one of the most important steps in the

research procedure.the success or failure of research is largely depends on
how effectively analysis and interpretation is done.

The data is classified according to different variables to make it

simplified.the tabulation is done of classified data.from the tabulation of
frequency of response can be judged and relationship wil be developed
between them and is called analysis of data.

Next step is to interpret the analysed data.it means to give exact meaning
to analysis and on the basis of that we can examine the cause and effect on
relationship.
 ANALYSIS AND INTERPRETATION OF COMPARATIVE
ANALYSIS OF “VIDEOCON REFRIGERATOR”

(1 ) GENDER OF THE SAMPLE TAKEN :-

GENDER RESPONDENTS
MALE 40
FEMALE 10
TOTAL 50

female, 10,
20%

male
female

male, 40,
80%
(2) AGE WISE BIRFUCATION :-

AGE RESPONSE
20TO25 7
25TO30 9
30TO35 16
35TO40 7
40 RO MORE 11
TOTAL 50

20

15
CUSTOMERS

10

0
20 TO 25 25 TO 30 30 TO 35 35 TO 40 40 OR
MORE
AGE GROUP

 Analysis:
From the above charts, it can be seen that in the sample number
there are more people of the age between 30 to 35.
3.What is your occupation?

OCCUPATION RESPONSE
BUSINESS 25
SERVICE 11
STUDENTS 4
PROFESSION 5
HOUSEWIFE 5
TOTAL 50

30
CUSTOMERS

25
20
15
10
5
0
SS

E
TS
IC

IF
IO
NE

EN

EW
RV

SS
SI

UD
SE

FE

US
BU

ST

HO
PR

OCCUPATION

 Analysis:
From the above chart, it can be seen that in the sample number
there are more people included from business background.
4. Do you have any Refrigerator?

Refrigerator RESPONSE

YES 50
NO 00
TOTAL 50

60

50
Response

40

30 RESPONSE

20

10

0
YES NO
Refrigerator
5. Which of the following Company Refrigerator is there?

COMPANY RESPONSE
Videocon 30
Whirlpool 4
L.G. 10
Kelvinator 6
TOTAL 50

35

30
RESPONSE

25

20

15

10

0
Videocon Whirlpool L.G. Kelvinator
COMPANY

Analysis:
From above tabular information we can know that more people have
VIDEOCON REFRIGERATOR
6. While purchasing “Videocon Refrigerator” which factor you had
considered?

FACTOR CONSIDERED RESPONSE

PRICE 7
BRAND NAME 10
CAPACITY 5
AFTER SALES SERVICES 4
DURABILITY 4
TOTAL 30

12

10
RESPONSE

0
PRICE BRAND CAPACITY AFTER DURABILITY
NAME SALES
SERVICES
FACTOR CONSIDERED

Analysis:-
From the above information we can know that more people consider brand
name while purchasing refrigerator.
7. Through which media you came to know about ‘Videocon Refrigerator’?

MEDIA RESPONSE
FRIENDS 13
REALATIVES 5
TELEVISION 9
NEWSPAPER 3
TOTAL 30

14
12
Response

10
8
6
4
2
0
S

R
S

IO

E
D

IV

P
IS
N

A
T
IE

P
A

S
R

W
A
F

E
E

E
T
R

Media

Analysis:
From the above tabular information, we can conclude that more
people are aware about VIDECON A/C from their friends.
 8.Preference to the factor of ‘Videocon Refrigerator’ compare with other
Company’s Refrigerator ?

PRICE High 6 Reasonable 15 Normal 9 30

MAINTANANCE Free 15 Reasonable 9 Normal 6 30
CHARGE
AFTER SALES Excellent 20 Very Good 10 Poor 0 30
SERVICE
COOLING SPEED Fast 17 Medium 9 Low 4 30
9. Company produce best warranty /guarantee ?

Warranty /Guarantee RESPONSE

Videocon 30
Whirlpool 4
L.G. 10
Kelvinator 6
TOTAL 50

35

30
Response

25

20

15

10

0
Videocon Whirlpool L.G. Kelvinator
Warranty/Gurantee

Analysis:
From above information we come to know that VIDEOCON provides best
warranty.
10.Compare to the Videocon Refrigerator rank the product feature of the
company:-

FEATURE EXCELLENT VERY GOOD POOR

GOOD
Capacity 2 1 3 4

Durable 2 1 4 3

Cooling 4 3 2 1
Aftersale 1 2 3 4
Service
 FEATURE EXCELLENT VERY GOOD POOR
GOOD
Capacity 1 3 2 4
Durable 4 2 1 3
Cooling 2 4 1 3
Aftersale 1 3 2 4
Service

FEATURE EXCELLENT VERY GOOD POOR

GOOD
Capacity 2 3 1 4
Durable 4 2 1 2
Cooling 2 1 3 4
Aftersale 1 2 4 3
Service
11.Aditional features are provided by Videocon Refrigerator:-

FEATURE RESPONSE
Deo-Freshner 5
Bio-Fresh 15
Others 10
TOTAL 30

Analysis:
From the above information we come to know that VIDEOCON provides all
basic feature.
12. Which factor do you think that help Videocon Refrigerator to stay successful in the
market against competitor?

FACTOR RESPONSE
Advanced Technology 10
Price 5
After sale service 7
Customer Satisfaction 8
TOTAL 30

12
RESPONSE

10

0
Advanced Price After sale Customer
Technology service Satisfaction
FACTOR

Analysis:
From the information we can analyze that advanced technology help
VIDECON to stay in the market.
 13.company’s customers are highly satisfied :-

COMPANY CUSTOMER RANK

Videocon 1
Whirlpool 3
L.G. 2
Kelvinator 4

Analysis:
From the above table we come to know that which company customer are
highly satisfied.
 14.Up gradation required in Videocon Refrigerator :-

UP GARDATION RESPONSE

YES 20
NO 10
TOTAL 30

25

20
RESPONSE

15

10

0
YES NO
UPGRADATION
 15.If yes then which of the following :-

UP GRADATION REQUIRE RESPONSE

High Cooling Speed 6
Advanced Technology 4
Speedy Sales Service 5
Other 5
TOTAL 20

Analysis:
From the above data it can be known that customer want high cooling speed.
 OBJECTIVES TO STUDY

Objectives relates to the aim of making the survey

of the product. An objective defines the reasons as to
which any action is done. Objectives of doing survey are:-

 To determine the level of satisfaction of CTV of Videocon.

 To know the major problems faced by existing consumers of

Videocon.

 To determine the consumer expectation from a CTV brand &

the Company producing CTV.

 To determine the factors behind dissatisfaction.

 SWOT ANALYSIS

Strengths

1. Videocon it has very reputed market position

2. It is market leader in new innovative in plant and machine
development.
3. main strength is the brand name, Videocon is to no.1 in consumer
electronic and home appliance category according to brand equity as
well as it is mindset of consumer (2004, brand equity)
4. it is also completive in world class market it is certified by 9002 as
well as man foreign institute certified Videocon
5. it was pioneer in the field of electronics and home appliance in India.
6. it has great financial position (refer balance sheet) having support of
share capital.
7. it is diversified in many group so all can be helpful to each other
8. it has very good human resources support having 65,00 technical
supports.

Weakness

 Videocon is having good brand name but according to research it’s

brand name is at second position, so they have to try to Improve it.
 Videocon is buying semi-finished goods from other firm rather then
they should produce it at home.
 Videocon having good position in many industries but they are
somewhat lacking in refrigerator industry.
Opportunities and threats:
 The sale of Colour Television in the year 2003 was good and
increased because of sporting events like Cricket World Cup. With no
such major event scheduled in 2005, manufacturers will need to be
more innovative in the coming year.
 The aggressive marketing and pricing by Indian Companies to counter
the competition with multinationals are putting margins under
pressure.
 The companies are working under very low margins. The decline in
pricing by the manufacturers as a whole will have impact on the
Company’s revenues and profits.
 The cost on marketing, advertising and after sale services is increasing
tremendously.
 The consumer electronics market is very price-sensitive. A surge has
already been seen in the demand for CTV vis-à-vis price cuts. Pricing
of a product largely depends upon the cost of input, distribution,
marketing and general industry scenario in the light of the level of
competition.
 Over the period, costs and interest rates are going to be the key issues
that are likely to shape the growth rates in the industry. Costs of
major inputs have been on the rise. Inflation linked increases in other
expense, including wages and increasing advertising expenditure only
add further to the situation. The players are operating on thin margins
and it could be possible that their investments in brands would reduce
sharply.
 Lower priced products wit basic features account for a major market
share of the domestic market on account of large number of
households in middle to lower income segments.
 Lower priced products with basic features account for a major market
share of the domestic market because of large number of households
in middle to lower income segments.
 The Government has reduced the customs duty on raw materials and
inputs used for manufacturing electronic components to nil for most
items, while duty on capital goods for manufacturing electronics
hardware has been reduced to nil. The special additional customs
duty of four percent has been abolished. The peak rate of customs
duty has been reduced from 25 percent to 29 percent, which means,
lower production cost for electronics manufacturers, and competition
will ensure lower prices to consumers.
 SUGGESTIONS

The key elements, which will enable Videocon to achieve greater progress
and market share:

 In house manufacture of parts like Glass Shells, etc. can put company
in cost advantageous position, but glass cell manufacturing may not
long time business because new technology like LCD and Plasma do
not need this. Company purchase new glass cell manufacturing
factory so they have to conceder this factor.

 The company can also takes advantage of reduced taxes and other
incentives granted by certain states in India for locating
manufacturing facilities in such states and economic zone.

 Videocon should have each and every product has covered the
spectrum from the least to most expensive. In their respective
categories, thus meeting requirement of all class of customers.

 The company sells its products through a well-expanded network of

independent retail outlets located throughout India, which are
supported by the company’s strong sales force. But this distribution
network can prove sometime very expensive. So, if Videocon
establish it’s own show room then they can get benefits of this price
difference.

 Videocon is in maturity stage in market so they have to do something

new for re boost its image in customers mind. For that, they con
launch some new innovative thing. In year 1998 Videocon at top
position. So something like this may help to rebuilt brand and resist
declining.

 Videocon is having strong position in market. Though it is not market

leader. It is having second or third position, it can be improved. One
noticeable thing is that Videocon is some what behind in refrigerator.
So Videocon should concentrate on this product. Videocon is
innovative here because,, so many innovative
 Things done by R&D department, but promotion of refrigerator may
lacking.
 FUTURE PLANS

The Future is here

To strengthen and maintain & its leadership status,

the Videocon group has clearly charted out its course for the
future. Aggressive development is in full swing at the R & D
Centers to bring out state-of-the-art technologies including
True Flat, Slim, Extra Slim, Plasma & LCDs, at the earliest.

Cost rationalization processes - are in various

stages - including rationalizing factories in Europe,
increasing automation and improvement of efficiency in
China, accessing flass shells from India for international CPT
facilities and a lot more - are in various stages of
implementation.

Internationally all existing client relationships are

being strengthened. The cost competitiveness and increase
in capacity in Mexico and Poland has opened up big
opportunities in the OEM business.

Last but not the least, in the domestic market

consolidation with multiple brands paves the way for an
unassailable lead in the market.

In the Oil & Gas business, having all the basic

operator capabilities of a prospecting entity, the group is
looking to add more explorations and production depth as
also oil bearing assets. The group will also get into gas
distribution in India significantly.
 CONCLUSION

Viewing Videocon International Ltd. from every angle, it

can be concluded that overall the unit is progressing good
because Videocon International Ltd. has provided excellent
quality of product due to sophisticated technology computer
used & highly qualified technical staff. By this way, they can
be able to create good demand of their product & satisfy the
consumer.

As far as advertisement is concerned this companies

advertising department is effective and they spent lot of
money for advertisement and attract the customers.

It can be said that credit of success of the company

goes to management as well as workers & Employees that
Videocon International Ltd. has bring bright future.

In short, its grip on every aspect of the business is tight

which helps it in fight every uncertainty. If it continues to do
well sure its future will be full of success.
 “VIDEOCON REFRIGERATOR”
“COMPERATIVE ANALYSIS”
QUESTIONNARIES

1. Name :-

2. Address :-

3. Gender :- Male Female

4. Age :- 20To25 25To30 30To35

35To40 40 Or More

5.What is your occupation?

Business Profession Student

Service Housewife Others

6.Do you have any Refrigerator?

Yes No

7.If yes which of the following Company Refrigerator is there?

Videocon Whirlpool

L.G. Kelvinator

8.While purchasing “Videocon Refrigerator” which factor you had considered?

Price Brand Name Capacity

After Sales Services Durability

9. Through which media you came to know about ‘Videocon Refrigerator’?
Friends Relatives Television

Newspaper Others

10. Give your preference to the following factor of ‘Videocon Refrigerator’ compare
with other Company’s Refrigerator ?

PRICE High Reasonable Normal

MAINTANANCE Free Reasonable Normal
CHARGE
AFTER SALES Excellent Very Good Poor
SERVICE
COOLING SPEED Fast Medium Low

11. Which company produce best warranty /guarantee ?

Videocon Kelvinator

L.G. Whirlpul

12. As compare to the Videocon Refrigerator rank the product feature of the company.

Feature Ex V.G G P Feature Ex V.G G P

. .
Capacity . Capacity
Durable Durable
Cooling Cooling
Aftersale Aftersale
Service Service

Feature E VG G P
Capacity
Durable
Cooling
13. Which additional Aftersale
features are provided by Service
Videocon Refrigerator ?
 Deo-Freshner Bio-Fresh

Others

14. Which factor do you think that help Videocon Refrigerator to stay successful in the
market against competitor?
Advanced Technology Price

After sale service Customer Satisfaction

15. According to you which company’s customers are highly satisfied (Rank Them) ?
Videocon Kelvinator

L.G. Whirlpul

16. There is any up gradation required in Videocon Refrigerator ?

Yes No.

17. If yes then which of the following

High Cooling Speed

Advanced Technology

Speedy Sales Service

Any Other_______

18. Give your suggestion regarding Videocon Refrigerator ?

 BIBLIOGRAPHY

Marketing Management - Philip Kotler

Advertising Management - Philip Kotler

www.videoconinternational.com