A Project Report On Advertising Of

Prepared by: AMIT H. VAGHELA

Class: T.Y.B.B.A. Roll no.: 4 Seat no.: Acadamic Year: 2006-07 College Grace College Of Commerce. Guided by Ms. Bhavna Vyas Submitted To Saurashtra University Rajkot.

DECLARATION
I the undersigned Mr. Amit H. Vaghela. Student of T.Y.B.B.A Grace Collage Of Commerce, hereby declare that the project work presented in this report is my own work and has been carried under the supervision of Ms. Bhavna Vyas of Grace College Of Commerce, Rajkot. This work has not been previously submitted to any other industries or universities for Examination. Place Date :- Rajkot. :-

Amit H. Vaghela (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. Maulik Dhebar 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 Grace College Of Commerce 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 Signature)

AMIT H. VAGHELA (

Main Index Page

No.
1. 2. 3. 4. 5. 6. 7. 8. 9.

Particulars
General Information Marketing Department Advertising Department Market Research SWOT Analyses Suggestions Future Plans Conclusion Bibliography

GENERAL INFORMATION

No. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.

Particulars Introduction Introduction History & Development Growth of Company Board of Directors Executives Summary Product of the Company Brand Basket Size of Unit & Type of Organization Corporate Profile Plant Location LOGO Logic 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 todays 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.

Introduction History & 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 todays 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.

History

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. Looking ahead is Indias largest consumer. Electronic & Home Appliances Company, with increasing investment in diversify business.

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 Year of Establishment Promoter Registered Office Videocon International Ltd. 1986-87 Late Shree Nandlal Madhavlal Dhoot Autocard Compound, Adalat Road, Aurangabad-431005 Maharashtra, India. 121, Mittal Court Wing, 17th Floor, Nariman Point Mumbai-400021 Maharashtra, India. 201, Heera Panna, Nr. Jagnath Mandir, Dr. Yagnik Road, Rajkot-360001 Gujarat, India.

Corporate Office

Branch Office

Form Organization Size Organization Products

of Public Limited Company of Large Scale Television, Refrigerator, Microwave, Washing Machine, Air Conditioners, DVD/VCD player, Dish Washer, Music Player. Samsung, Onida, Bush/Baron, Sony, Akai, Toshiba, Panasonic, TCL, BPL, Whirlpool, Kenstar, Godrej, Philps etc. 1st April to 31st March State Bank of India, ICICI, HSBC, Corporation Bank, Central Bank of India. www.videoconindustries.com

Competitors

Accounting Year Bankers Website

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
Toshiba Corp

Product
Colour TV

Nature Of Tie-Up
Technical CollaborationBrand Arrangement Back Technical Support

Samsung Electronics Fly Transformers, Tuners Matsushita Electric Washing Machine Technical * Collaboration Matsushita Electric Air Conditioner Design & Drawing Matsushita Electric Refrigerator Design & Drawing Sansui Electric Co. Audio Products ODM for Indian Market Ltd 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 Refrigerator, 1.ODM & Indian Market Sweden Air Conditioner and 2. Sourcing of components Washing Machine for Global Market 3.ODM for Global market

Size of Unit & 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 MultiBrand 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 Es on either side represent the Groups 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 societys marginalized sections. Videocons deep-rooted commitment to environment conservation translates into process improvements that help recycle CRT glass, curb carbon emissions and other pollutants. Among others, the groups 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 groups 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. 1 2. 3. 4. 5. 6. 7. 8. Particulars Introduction Organization Structure Marketing Competitiveness Market of Product Channels of Distribution Marketing Research Branding & Slogan Marketing Mix Product Price Place Promotion Page No. 24 25 26 27 28 29 30 31 31 31 32 32

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 Marketing Forces

Sales Forces

MARKETING COMPETITIVENESS
Videocon today is a household name across the nation. Indias no. 1 brand of colour TVs, 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. Persuassion, 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

INDEX

No. 1. 2. 3. 4.

Particulars Introduction Meaning & Classification Advertising Components Major Advertising Decision Mission Money Message Media Measurement

Page No. 37 38 39 40 41 49 47 56 62

INTRODUCTION
Advertising is a form of mass communication; it is a paid form by a sponsor who wants to communicate about his product or service to his customer. Advertising can be defined as Mass paid communication of goods services or ideas by an identified sponsor. Advertising involves the uses of such media as Magazines, News Papers, Outdoor Posters, Neon Signs, Radio, Television, Catalogues, Directories, Pamphlets, Direct Marketing etc.
As far as the advertising management of Videocon International Limited is concerned there is no doubt that, it is adequately and continuously managed with considerable efforts in very accurate directions. Videocon advertising is effective and attractive perhaps it is the factor by which it has been really able to generate and create good demand and a reputed name in the field of Electronic & Home Appliances.

MEANING & CLASSIFICATION

MEANING:The word advertising originated from a Latin word Advertise which means To turn to the dictionary meaning of the term is To give public notice to announce publication. Advertising is any paid form of non personal presentation of promotion of ideas, goods or services by identified sponsor. Advertisement has many purposes the real purpose of advertising is only one to sell a product, a service or an idea through effective communication. Advertisement has other purposes as well as like long term builds the corporate image, builds up brand loyalty, information, dissemination about a sale, service or events promote the morale of sales persons & dealers etc.

CLASSIFICATION:The layman is inclined to view all advertisement as being much the same, yet no advertisement situations are exactly alike. Different company produces different products & wants to motivate & attract different kinds of customers groups so obviously advertising campaign would be different. The following classification outlines the brand scope of this difference: National Advertising Retail Advertising Industrial Advertising Trade Advertising Professional Advertising

Videocon International Limited as well as Videocon group of companies produces consumer goods so that they use to advertise nation wide advertising to the ultimate consumers & target market for response of BUY OR BRAND.

ADVERTISING COMPONENTS
Any advertising we see or hear has not been just prepared easily & effortlessly but it is the product of the series of investigation, strategic plans, technical decisions & execution. That all together comprises the final advertisement campaign. Therefore any advertisements mainly involves following components. Research Component:To research consumers likes & dislikes towards the product or services & then to advertise the product into the market. Strategic Components:Strategic plans in terms of objectives market declination setting the appropriation, developing creating strategy & media plans. Tactical Components:Tactical components involve decision in regard to budget expenditure & buying media scheduling & advertisement construction including advertisement copy, layout & production.

MAJOR ADVERTISEMENT DECISION

The main goal of any advertisement is to wake a proper response from a perspective group of people for whom it is meant. Hence in creating advertisement program marketing manager must always start by identifying the target markets & buyer motive. Then they can proceed to make the 5 major decisions in developing advertisement program famously known as 5 Ms.
What is advertising Objective?

(MISSION)
How much can you spend? (MONEY) What message should be sent?

(MESSAGE)
What Media should be used?

(MEDIA)
How results should be evaluated?

(MEASUREMENT)

MISSION
Advertising objective is the pioneer thing to be set in developing an advertisement program. Advertisement objective guide the whole advertisement campaign. Advertisement objective are stated clearly, precisely & in measurable terms. An advertising objective should also specify the time frame; so that advertisers know ho long they have to accomplish their objective. Videocon does advertising in the light of following objectives:-

1. To inform Consumers:Initially advertising is done mainly for informing the consumers. It provides information about company & Product, its image regulation & benefit.

2. Image Building:Advertising should be such that it occupies distinct place in the mind of consumers. Today brand image of Videocon and its product is the campaign in the common threads in our entire product campaign pacing their brand name & image.

3. To Increase Secondary Sales:At Videocon advertisement are also done to increase the secondary sales of the products available in the market. Secondary sales means to give advertisement of such goods that are already stocked up in the market of Videocon.

4. To Persuade:Persuasive advertising become more important as competition increase. Advertising is used to build selective demand for a brand persuading consumers that it offers the best quality of their money. At Videocon persuasive advertising is also done to persuade customers that the product of the company offers Best quality at right price & is having features that are only available in Videocon product.

5. Scheme Awareness Advertising:Scheme awareness advertising is done for telling consumers that such schemes are launched by the company & its products are available with such schemes, to bring awareness about scheme to the consumer. For e.g. In diwali Videocon has launched HUM-TUM Offer, Pearls of Joy offer, King of Kismat offer scheme for which advertising was done frequently to make aware about the scheme to consumers.

MONEY
An advertising budget is the plan of companys future advertising. The budget can make a major contribution to operation that is more profitable. It provides management with a program with a verified & systematic purpose of activities. There are various methods for determining advertisement budget, which are as follows:1. 2. 3. 4. Percentage Sales Method Comparative Parity Method Selection of Arbitrary Method Unit of Sales Method

At Videocon, branch office no specific budget is decided by the executives. The branch office gets a specified amount of budget every month & it has to bifurcate it & use it effectively in each products advertisements & get better result & good sales turnover. Infect at head office they use the percentage sales method; in which budget of advertisement is decided on the percentage of sales i.e. say if the 100 Crore is the turnover than a specific percentage of it will be considered for the budget of advertisement purpose. At branch office, the budget, which they have got from the head office, is bifurcated product wise i.e. certain percentage is for the advertisement of CTV, certain amount or percentage is for Home Appliances & so on.

It some time happens that the budget allocated by the head office will be deficit than the branch office executives can ask for more budget i.e. the supportive budget. But before such budget the allocation more which is needed more, it will be used where, what benefits would company achieve, what amount of sales will increase such questions are to be answered by the executives of the branch office. After this if head office thinks fit it grants the supportive budget of advertisement to branch office.

Factors taken into consideration while allocating the budget:1. Sales:The sale of particular product determines share of fund available for that product. If the sale of say CTV were higher than more budget would be allocated to it rather than microwave ovens.

2. New Product Launch:If any new product is launched in the market by the company than naturally, more budgets will be allocated to it by the executives of the branch office.

3. Product Availability:Branch office also takes into consideration the product availability aspect whether the product for which they are advertising is available from the head office in require manner or not is taken into consideration.

BUDGET ALLOCATION FOR DIFFERENT MEDIA:At Videocon budget is allocated to different media i.e. how much money would be spent on different media such as press, outdoor, audiovisual etc.

1. Press Media:Press contains newspapers, magazines & other published form of advertisement. Budget is allocated to press based on its reach to customers. In press media, space is the main element. So space is purchased by the ad agency & that amount is reduced from that particular product budget.

2. Outdoor Media:In outdoor media hoarding is to be purchased by the ad agency & time limit is fixed i.e. is for one month, then certain amount is fixed & so that amount is debited to the product account. In case of wall painting, such method is used.

Segment wise Budget Allocation:The branch office of Videocon at Aurangabad is the head office. This branch office divides the budget to different regions of Gujarat region. The product, which is sold more in particular region than advertising of that product, is done more in that region. In this way segment, wise budget is allocated by the branch office of Videocon.

O % INTEREST
It is well known fact that the problem of money crises is prevailing everywhere. In addition, in this tends demand & wants of the customer is ultimate, when one demand is satisfied the other demand emerges. The most common demand of most of the customer is about electronic & Home Appliances. For easy consumption of desired product by customers, the Videocon has given very attractive scheme i.e. to provide its product in the installment basis at O% Interest. For this purpose, top management decided the price of product, which is given on the installment basis at O% Interest. The company not only has to see the benefit of customers but also keep in mind that there should be no loss out of such schemes. In addition, they have to achieve or reach the target so decided by them while designing such scheme. To decide price & target of sales volume out of such schemes is not an easy task but Videocon does this more efficiently & effectively. The finance provided in Rajkot by ICICI, Bajaj Finance etc. The interest for this finance may vary with a change in scheme, installments provided & it depends on the financial institution from where finance is taken.

MESSAGE
Message is the heart of whole advertising creation. Message is the matter which advertiser wants to convey to the consumers, message is the main & the most important matter around which the advertisement is created or developed. Products features, used & benefits offer the content of the message. Characteristics of the target audience i.e. their age, taste & preferences, income, occupation etc. As local ads are designed at branch office of Videocon the executives first expresses the idea before the agency in light of message that they want to convey in the term of quality, price any schemes offered by the company, benefits that customers are getting etc. Expert & skill people of the agency arrange information given by the company in symbolic & attractive words & sentences which converse the message of the advertisement of the product. Ad agency prepares different messages & from among them, the best one is highlighted by them is finally selected & sent back for final artwork. At Videocon, different messages are selected for different products. For CTV there is Bada hai to Behtar Hai, For Home Appliances Germ Free Home, For Air Conditioners Technology for Health & Pleasure or Quality Cool, For Washing Machines Watermatic etc.

Videocons ads frequency is also very high and ads are enough attractive to rich customers & according to business world they have 13th rank in mind & soul of customers. Videocon has very famous brand ambassador SHAHRUKH KHAN, the most famous actor on Bollywood. Joined many ads this became very popular among the consumers. Thus in such a way message is selected & conveyed to the potential consumers through attractive advertisements.

CURRENT CAMPAIGNS
As good marketer, manager has to keep in mind that advertises campaign represent firm. Therefore, they have to be very cohesive in so that they have following campaigns.
1. 2. 3. 4. germ Free Homes Excellence Always Bada Hai To Behtar Hai HUM TUM OFFER

Germ free home is for compete LG theme of hygiene As good

marketer, manager has to keep in mind that advertise campaign represent firm. Etanother innovation by Videocon is the introduction of Indias First 6.8Kg. Rust Free Washing Machine. These machines are made from hi-strength CP3 material, which is better than materials used in other machines in a number of ways. Following are the benefits, which CP3 material provides so they have to be very cohesive these campaigns are very successful campaigns.

Excellence Always is a campaign shows that Videocon has

always been a pioneer when it comes to introducing innovative and technologically superior products. Excellence has been a way of life for us instead of an objective. Our goal always has been to provide Indian consumer with world class Consumer Electronics and Home Appliances products. To continue this tradition of customer focus and commitment towards quality which has made the Most Trusted Brand in our category, we have launched Xlent range of products. X-Lent as the name suggests is a range of products which are at the zenith of style, performance features and quality. In one word excellent. The X Lent range of products consists of Plasma Television, Pure Flat Television, Washing Machine, Air Conditioner, DVD Players and Home Theatres.

Bada Hai To Behtar Hai is focused for big size like 29 36

TV. Big refrigerators, Unrivalled in terms of size & super sound output, coupled with superior technology like SVMC and PIP, your Videocon Bada TV translates into mega entertainment at home. With bigger picture & bigger sound to provide you largerthan-life entertainment, Videocons Big Screen TVs are truly world-class when it comes to entertainment. Action, Emotion,

Comedy, Drama doesnt get bigger than this. Which is why Bada Hai TO Behtar Hai!

Most recent campaign Hum Tum offer is spatially for free schemes. HUM TUM scheme proves very effective and gating good response. Videocon is doing this campaign with exhibitions almost every big city has provided this exhibition and metro city like consumer expo in Hyderabad, treed fain in Gwalior, life style in Bhopal etc is been arranged as themed exhibition. Hum Tum offer was also in our research city, Rajkot as consumer exhibition it was from 4th July it was good experience for us to join this exhibition and contact to lot of potential customer. It has lot of support from crud of people. This exhibition has demo of all product which includes in scheme. This has special sets of demo peace which transfer to each exhibition. This exhibition transfer do not charged octroi. This include plasma television, projection television and other models so customer gat opportunity to see this.

ADVERTISING COPY
Advertising copy is the verbal portion of an advertisement. While preparing advertising copy marketers attempt to make readers through persuasive sequence called AIDA i.e. Attention, Interest, Desire, Action. Copy means the reading matter that forms the text of advertisement; it may consist of one word or sentences. Copy is the essence, the heart, the core of advertisement. Copy shoulders the main responsibility for influencing the buyers. At Videocon local ads are designed at branch office so advertising copy is also to be prepared, so at first executives of Videocon gives their own views to the ad agency concerning to particular product what design, colour, size etc. they want.
The ad agency than puts matter in to arranged form & prepare the copy. After that, copy is shown to the executives & if any modification is needed then these errors are removed & after that the final art work is given to branch office. In this way, advertising copy is prepared at Videocon for all its products. Videocon corporate advertising Campaign VIDEOCON THE INDIAN MULTINATIONAL with three lines of Orange, White & Green i.e. our national flag suggest that we are one of the Multinationals in India and we are proud of India. It also conveys that at Videocon there is something for every Indian. The advertisement copy of Videocon & advertisement of Videocon changes from time to time & during festival it takes in to consideration the current market trends. At the time of scheme when schemes are launched then copy of

advertisement would be for different schemes launched by the company.

ADVERTISING LAYOUT
The layout of advertisement is the physical arrangement of the illustration, headline, sub-headline, body copy, & signature. The final layout is the result of several stages of layout preparation. Layout deals with proper & attractive physical management for the best presentation of the message or sales communication. A layout contains following:1. Headline:A headline is the main thing by which everyone is attracted. Headline must put forth main theme or appeal in few words. It must be clear, short, & attractive to hold attention of prospective & must reflect the contents of advertisement. Headline of ads is different for different products it changes according to ads also.

2. Illustration:Illustrations are often photographs; they can also be drawings, graphs, charts, tables. Illustrations are used to attract attention, encourage audience to read or listen to copy. It is the best & the most effective way to communicate ideas at glance.

3. Colour:It is an important ingredient of an advertisement & has a great attraction power. Each colour has its individual meaning & significance on communication of ideas.

Videocons logo in the blue colour attracts attention of the viewer and catches eyesight & brings to the notice of the viewer.

4. Body Text:Body text is the heart of the advertising copy. It is the sales performing AIDA function of salesmanship. Body copy for most ads consists of an introductory statement as paragraphs. Several explanatory paragraphs & closing paragraphs. Body text will point out the selling of the product where it can be selected, what benefits product would offer, what is its price, how it is used etc. It is the advertisement, which influences the buyer behavior & Action. At Videocon, body text is to be used by the executives & according to the instruction of the branch office ad agency prepares the text of body.

5. Signature:The signature identifies the advertisements sponsor. It may contain several elements including the firms trademark, logo, name, & address. The signature should be attractive, legible, distinctive, & easy to identify in variety of sizes. In each & every advertisements of Videocon, there is always the logo of Videocon, which identifies to the viewer that advertisement, is of Videocon.

SLOGAN
A good phrase used & repeated often in advertisement becomes a slogan. It should be original & remember able. Moreover, slogan should be short, simple & rhythmic enough to be catchy. As far as Videocon is concerned it produces such a fabulous & alluring advertisement after emplacing on each element. For headlines, it always uses fresh & meaningful combination of wordings. For illustrations, it uses alphabet E on either side, which represents Electronics to Energy. For colour, mostly it uses blur colour to have an instant attention of viewers. For slogan, it has meaningful & masterly slogans. Some of which are as under: 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

ADVERTISING APPEAL
Every advertisement in real is an appeal of an advertiser to his prospectus customers. Appeal is a central idea around which the advertisement is created. It is called unique sales proposition. Therefore on appeal of an advertisement is an earnest request to plea to prospects. An appeal must be communicating, interesting, believable, complete, & true. It must not be vague in nature. At Videocon, they give different appeals for different products. Infact most regularly used appeals are the appeals with the emotional touch. Videocons corporate appeal of Videocon- THE INDIAN MULTINATIONAL says that it is also a multinational, which has something for every Indian. Germ Free Home suggests that bring home the Videocon Home Appliances & keep you home free of germs. We Love Winning We Love Videocon is special appeal for the Indian cricket team. For Home Appliances, they Technology For Health & Pleasure. also have

For Music system, they have Have you heard which states that have you heard the sweetness of Videocon audio system. Like this Videocon has different appeals for different products which are highly accepted by the people in large.

MEDIA
The advertisers task is to choose advertising media to carry the advertising message. Media selection involves finding the most cost effective media to deliver the desired no. of exposure to the target audience. Media is like vehicle for advertiser to convey the individual or potential customers about the products of the company. Company can advertise through many media. Right media of advertisement enable to advertise the message effectively to the intended market or prospects. Videocon has a wide range of products to cater needs of its consumers. This range includes CTVs, Refrigerators, Washing Machine, Microwave Ovens, Air Conditioners etc. The products also have different models with different prices. These different products are being advertised through different media.

TYPES OF MEDIA
There are various media of communicating to the potential consumers this includes press, audiovisual, direct mailing, outdoor advertising etc. Videocon uses different media for advertising its product & attract the potential customers to buy the product.

1. Press Media:This is the most popular & widely used medium. There is no doubt that it is unique means to make an appeal to public in general. Newspapers are the perfect medium for advertisement of consumer products. If the advertisement is eye-catching with attractive appeal readers cannot ignore it.

Newspapers
Videocon has selected newspapers as a medium of advertisement as it is the most effective media. Newspapers are selected for different regions i.e. Divya Bhaskar is more selling in Ahmdabad that is to be selected for that region. In this way newspapers are selected for advertising of Videocon. The branch office executives have got all the reports & analyses that which newspaper is selling more & in which region whose prices are reasonable, what schemes are offered by the newspapers etc. are also taken into consideration while selecting a newspaper. On this basis newspaper is selected for advertisement.

 Magazines
Magazines as the medium of advertising is an important medium as some are weekly some are monthly & some are quarterly. Magazines are read either to satisfy the desire of knowledge or just to kill time during the leisure period. Some magazines are meant only for general public & all members of family can read them. Best colored & attractive advertisement can be given in the magazine. Videocon also gives advertisement in magazines like Chitrakekha, Abhiyan, Gruhsobha etc. they also advertise product in national magazines like Business Week, Business World, India Today. Magazines are selected based on the products, which are to be advertised.

2. Outdoor Media:This is the most common & efficient way of advertising the product. As the name suggests the advertisement, which people see when they come out of their homes are called outdoor publicity. Outdoor media includes Hoardings, Wall Paintings, GSB, Road Shows, and Posters etc. Videocon also use the outdoor media for advertising its products to the potential buyers. It does advertisement of Hoarding, Wall Painting, Road Shows, GSB, Exhibition etc.

 Hoardings:Videocon hires hoarding for advertising its products with the help of ad-agency. In hoarding, mostly recent schemes running by the company are displayed with some product. It attracts the consumes to buy the product & inform them about the scheme which is offered, for which product by the company.

Wall Paintings:Videocon also does wall paintings. On wall paintings advertising is done of branding, i.e. it has got logo & slogan of Videocon. Generally, advertisement scheme & awareness is not done on wall paintings.

Road Shows:Road shows are also organized by the company so as to make awareness among the potential consumers about the products that are offered by the company. In road shows all the products are displayed on the mini-trunk & that vehicle is completely covered with Videocon logo & that mini-trunk moves from one place to another with a specified route. Public is attracted to see such road shows organized by the company this brings awareness about the products offered by the company to the public.

3. Audio-Visual Media:Audio Visual media creates totally different effect than other Medias of advertising. As audio & Video both are included many persons are attracted. At Videocon branch office scheduling is done of this Medias well as advertisements are scheduled at corporate level only & all the ads given on TV & Radio are scheduled from corporate office only. Videocon branch office in addition to this uses audio-visual media in form of scroll ads given in cables which reach the maximum number of houses & they also display or show their ads in Multiplexs at the time of intervals & before the movie begins.

SELECTION OF MEDIA
There is no. of choices available to the company for advertising its products. Nevertheless, it has to select the most cost efficient & that media by which most of persons are attracted. The reason behind better media is to have better reach, frequency & impact. The task of management is to identify available media, evaluate them as per considered factors & select the best media in order to achieve the set objectives. Videocon takes into consideration the following aspects while selecting the media.

1. Target Audience:Target audience is the first & the main factor in selection of media. If the company has to give advertisement of oven or washing machine then it would select the periodicals of magazines, which are read by women. For advertisement of CTV Videocon branch office generally prefers newspapers & for advertisement of audio system in which their target audience is young generation, they will advertise their product in such newspaper, which are read mostly by youngsters.

2. Kinds of Product:The nature of the product determines the media for the company. If any advertisement of CTV is to be given than most reasonable source is that of newspapers. For advertisement of Air Conditioner, it will choose some costly magazine as it is a high priced product. Therefore, in this way the product, which is to be advertised, is to be taken into consideration while selecting the media.

3. Budget:Budget of Videocon for different media is allocated so it makes easy for the executives for selection of different media. According to their budge allocation, spending of various media is divided.

MEDIA SCHEDULING OR TIMING

Media scheduling is time found details of advertisement with reference to media chosen. All the advertising expenses prove worthless if advertising of product is not given on proper time, here media scheduling is essential for effectiveness of advertising. At Videocon scheduling is done. Infact micro & macro are two type of scheduling:-

1. Macro Scheduling:At branch office of Videocon macro scheduling is done of audiovisual media. However, it is well known fact that Videocon is the official sponsor of cricket ratings. In the field of cricket, Videocon is a big sponsor. For this kind of sponsorship, scheduling is to be done as this is not a short-term sponsorship. Therefore, it comes under a macro scheduling. While in the same way in case of newspapers & magazines some fixed place is selected & ads are given on that page only of different products.

2. Micro Scheduling:Micro scheduling is done at the Videocon branch office, ad agency books a certain place in newspapers on behalf of company. Like if, Refrigerators are more sold in summer than they are to be more advertise during that period. Likewise, if music systems are more demanded during festivals & in case of any gifts or price off the company advertises its product. In this way short term, scheduling is done i.e. according to need.

MEASUREMENT
Good Planning & control of advertising depends on measures of advertising effectiveness. Evaluation means measurement. Here it is in the form of measuring what effect is there in the market due to the advertisement done by the company. At Videocon, Sales Effect Research is taken into consideration while evaluating the advertisement. Videocon takes in to consideration Sales Effect Research i.e. after every ad campaign it comes to know from dealers & the market that what effect of ad has been on minds of consumer. As the sales of the company gone up these days due to advertisement by company. So at Videocon the advertising branch head certainly asks dealers & distributors about how was the enquiry about the product for which advertisement was given. This evaluation gives an idea to the official that how was the ad campaign that company has undergone. In this way, evaluation is done at branch office Videocon.

INTRODUCTION
Marketing Research can be defined as systematic collection, recording & analyses of data relevant to the marketing problems of a business in order to develop am appropriate information base for decision making in the marketing era. According to American Marketing Association Marketing Research is the systematic gathering recording & analyzing of data about problems relating to the marketing of goods and services.

SAMPLE SURVEY
The gathering of primary data through experimentation involves use of sampling, survey method & observation. The survey conducted on consumers of Videocon CTV involved survey based personal interview. The details of the selected samples for the survey are as follows:-

Data Collection Approach :Research Methodology :Target Audience :Area of Research :Sample size :-

Primary Data Questionnaire & Personal Interview CTV Owners Rajkot 50

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.

1. What made you purchase your existing CTV:Features Price & Special Offers Suggested by Friends and Relatives Advertisement Past Experience 17 15 11 7 4

Analysis:- From the about mentioned graph we convey that out of

50 consumers Videocon CTV almost 17% brought that CTV of the Videocon as it has got many features while others are influenced of suggestion of friends and relatives which is 11% while price and special offers of company has been able to influence 15% & 7% aid by it advertisements and the 4% due to their past experience of the product.

Suggestion:- I would like to suggest that company should try to

incur most expenses on advertising so that more number of consumer come to know about CTV which has got many features in it.

2. How much are you satisfied with the performance of your existing CTV?
To Great Extent TO Some Extent Not much Not at all 28 12 6 4

Analysis: - From the about mentioned graph use can say that me
consumers of Videocon CTV are satisfied to a great extent to their existing CTV as 28% are quite satisfied while 12% of consumers are satisfied to some extent and just 6% are not much satisfied by CTV while only 4% are not at all satisfied with Videocon CTV.

Suggestion:-Here, I would like to suggest that the companys CTV

satisfying the consumer needs and wants so company must try to maintain this level.

3. What makes you dissatisfy with your existing CTV?

After Sale Service Technical Support Performance in Whole Dealers Service 14 10 10 4

Analysis:- From the about mentioned graph we con say that in

whole 38% of the consumers are dissatisfied with the product in whole. In that 10% of consumers are dissatisfied by performance in whole, another 10% by technical support, 14% with after sale service of company which 4% of consumers with dealers service.

Suggestion:- I would like to suggest that company should take

steps to give after sale service to their consumers. As those who have purchased companys product today will insist other to purchase it product. While company should also take steps to make product technically efficient.

4. What problems do you face with your existing CTV?

Remote Related Problems Sound Related Problems Others Picture Quality 14 10 11 6

Analysis:- From the about mentioned graph we can say that 14% of
CTV owners face problem related to remote of their CTV, while 11% has got other problem and 19% are having sound related problem, while 6% are facing picture quality problem.

Suggestion:- Here I would like to suggest that Videocon must see

that remote control of its CTV must be changed as it must take care that the remote of its CTV works without any problem.

5. What do you expect from a CTV company in whole?

Quality Product After Sale Service Low Pricing Criteria Dealers Service 30 10 6 4

Analysis:- From the above mentioned graph we can say that 30% of
the consumers expects good product from a CTV company, while 10% expects good after service, 6% expects low pricing criteria, while only 4% of consumers expects good dealers service.

Suggestion:- I would like to suggest that company should try to

give good after sale service to its consumers.

6. What do you expect from a CTV company in whole?

Quality Product After Sale Service Low Pricing Criteria Dealers Service 30 10 6 4

Analysis:- From the above mentioned graph we can say that 30% of
the consumers expects good product from a CTV company, while 10% expects good after service, 6% expects low pricing criteria, while only 4% of consumers expects good dealers service.

Suggestion:- I would like to suggest that company should try to

give good after sale service to its consumers.

7. How do you compare your CTV brand with others?

Very Good Best Average Cant Say 20 15 13 2

Analysis:- From the above mentioned graph we con say that 20% of
consumers believe that their CTV brand is quite good while 15% believe that it is the best, 13% say that it is average and 2% cant say anything about it.

Suggestion:- I would like to suggest that as compare to other brand

videocon is very good company and it should try to maintain this level

8. How would you rate Videocon as far as Quality is concerned?

Very Good Best Average Cant Say 22 13 10 5

Analysis:- From the above mentioned graph we can say that as far
as quality is concerned 22% consumers believe that it is the best 10% say that it is quite average while 5% cant say anything.

Suggestion:- I would like to suggest that as far as quality is

concerned Videocon CTVs are quite good the company must try to maintain this level and must try to reach the best level as early as it is possible by the company.

9. How would you prescribe videocon CTV in matter of performance as far as?
Picture Quality:Best Average Very Good Poor 20 17 10 3

Analysis:- From the about mentioned graph we can say that in

matter of picture quality 20% consumers believe that Videocon CTVs picture quality is the best, 17% of them believe that it is average, 19% say it is quite good while 3% believe it to be poor.

Suggestion:- From the above analysis, I would like to suggest that

Videocon must try to make its CTVs picture quality better. In fact 20% of the consumers believe that it is the best but the percentage ratio is quite low it must try to make its picture quality the best.

 Sound Quality:Best Average Very Good Poor 25 13 10 2

Analysis:- From the above mentioned graph we can say that

Videocon CTV has got the best sound quality as almost 50% of the consumers believe that sound quality of Videocon is the best, 13% says that it is quite good, 10% says that its average and 2% believe that it is poor than others.

Suggestion:- Here I would like to suggest that companys sound

quality is quite good so it must try to maintain this level and must give new and better sound quality with advanced technology to its consumers.

 Other features:Average Best Very Good Poor 18 15 11 6

Analysis:- On the basis of the above mentioned graph, we can say

that Videocon CTV has got 18% consumers felling that Videocon has got average features 15% say that features are best, 11% say it is quite good while 6% believe it to be poor than other CTV manufacturing company.

Suggestion:- On the basis of above analysis I would like to suggest

that company must try to extend its features in their CTV which would be quite beneficial for consumers of Videocon CTV.

QUESTIONNAIRE
Name:Address:Phone No:- (O) Occupation:-

(M)

1. What made you purchase existing CTV? Advertisement Features Price & Special offer Past Experience Suggested by Friends & Relatives 2. How much are you satisfied with the performance of your existing CTV? To Great Extent To Some Extent Not Much Not at all 3. What makes you dissatisfy with your existing CTV? Performance in whole Dealers Service Technical Support After Sale Service 4. What problems do you face with existing CTV? Picture Quality Sound Related Problems Remote related problems Others

5. What additional benefit do you expect from your product? Exchange Scheme Warranty Finance Scheme Features Good after Sale Service 6. What do you expect from CTV Company in whole? Quality Product After Sale Service Dealers Service Low Pricing Criteria 7. How do you compare your CTV brand with other? Very Good Best Average Cant Say 8. How would you rate the Videocon as far as quality is concerned? Very Good Best Average Cant Say 9. How would you prescribe Videocon CT in matter of picture quality? Very Good Best Average Cant Say 10. How would you prescribe Videocon CTV in matter of sound quality? Very Good Best Average

 Cant Say

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 its 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 Companys 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--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 market for the consumer electronic good is increasing in the rural areas. The customers in rural areas are showing the preferences for the branded goods instead of local made products. 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 companys strong sales force. But this distribution network can prove sometime very expensive. So, if Videocon establish its 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.

BIBLIOGRAPHY