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AWARENESS OF VIDEOCON INDUSTRY
BY
Ragesh Nair
(5087)
Of
VISHWA VISHWANI INSTITUTE OF SYSTEMS AND MANAGEMENT
Under the guidance of
(Mr.Anand)
Associate Professor
A PROJECT REPORT
Submitted to the
FACULTY OF BUSINESS MANAGEMENT
In partial fulfillment of the requirements
For the award of the
POST GRADUATE DIPOLMA INMANAGEMENT
July 2010
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DECLARATION
I R.Ragesh Nair hereby declare that this project titled Awareness of Videocon Industry
is an original work carried out by me, under the guidance of Mr.. Anand (Associate
Professor). The report submitted by me is a bonafide work carried by me of my own effort
and it has not be submitted any other university or published any time before.
R.RAGESH NAIR
Pgdm-5087
Date:
Place:
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CERTIFICATE
Certified that this project titled Awareness of Videocon Industry is the bonafide work of
Ragesh Nair , who carried out the research under my supervision, certified further, that to the
best of my knowledge the work reported the work reported here is does not form part of any
other thesis or dissertation on the basis of which a degree or award was conferred on an earlier
occasion on this or any other candidate.
Date: Signature of the faculty Guide
Place: Anand
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ACKNOWLEDGEMENT
It gives me a great pleasure to express my sincere thanks to my Faculty Guide Mr.
Anand, for his valuable guidance during the course of my Executive Training and for his
help to complete all Reports, Presentations, etc.
I also like to thanks to my company guide Mr. Sunny Bhat for giving me an opportunity
to complete my Executive Training successfully in Videocon Industries LTD. & giving
me a proper guidance time to time during the training.
R.RAGESH NAIR
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CONTENT
Sr.
No.Particular Page No.
1 INTRODUCTION 07
2 RESEARCH METHODOLOGY 08-14
3 COMPANY OVER VIEW 15-31
4 INDUSTRY OVERVIEW 32-39
5 LITERATURE REVIEW 39-44
6 DATA ANALYSIS 45-55
7 FINDING RECOMMENDATIONS 56-60
8 CONCLUSION 61
9 Annexure 62-66
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CHAPTER-1
INTRODUCTION
Every business organization that comes into contact with the customer develops a perception in
the mind of customer. Today, in this competitive world every organization needs to know the
perception in the mind of customers. In order to gain mind share or heart share of customers
along with the market share is the main look out for the organization. Especially in consumer
electronics sector where the products are more less or same, the only way to leave positive
impact on customers mind and to gain competitive advantage by providing best possible
services to the customers.
Objectives of Executive Training
a) To find out the consumer satisfaction level of Videocon products.
b) To know the reputation of Videocon products in the market.
c) To understand its competitors in business.
d) To find the potential market for Videocon products.
e) To find the requirement of customers in the market.
Limitations
a) Data collected from the questioners may not be accurate.
b) Customers response may or may not be true.
c) Sample size may not be sufficient for conclusion..
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CHAPTER 2
RESEARCH METHODOLOGY
Research can be defined as a scientific and systematic research for pertinent information on a
specific topic. In fact, research is an art of specific investigation. Research is an activity and as
such the term be used in a technical sense. Research can be stated as the manipulation of things
concepts or symbols for the purpose of generalizing to extend, correct or verify knowledge
whether that knowledge aids in construction of theory or in the practice of an art.
Research methodology is considered as the nerve of the project. Without a proper well-organized
research plan, it is impossible to complete the project and reach to any conclusion. The project
was based on the survey plan. The main objective of survey was to collect appropriate data,
which work as a base for drawing conclusion and getting result. Therefore, research
methodology is the way to systematically solve the research problem. Research methodology not
only talks of the methods but also logic behind the methods used in the context of a research
study and it explains why a particular method has been used in the preference of the other.
The steps involve in the research methodology are:
Defining the Problem: In defining the problem, the researcher should take into account the
purpose of study, the relevant background information, the information, the information needed
and how it will be used in decision making problem, problem definition involves decision with
the decision makers, interviews with the industry experts and analysis of the data.
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Research Design: The research design tells about the mode through which the entire project is
prepared. The research design put down the Foundation of conducting the project. A good
research design will ensure that the research project is conducted effectively and efficiently
Formative the data source: It means from where the researcher collect the data. It can be
primary data or the secondary data as both sources are necessary in order to get the proper result.
Analyzing the data: After the data is collected, the researcher analyzed the data and edited them
and turned them in the useful tabulations. So, it became useful in report study.
Interpretation of the data: With the help of analyzed data researcher managed to prepare
project report. The analyzing of data will help the researcher to reach towards its objectives. The
interpretation of the data is required so that for others it is easy to understand study in simple
manner.
Report writing: The entire project should be documented in a written report. This is the final
step in preparing the project report. The objective of the report writing is to report the findings of
the study to the respective authorities.
THE PURPOSE OF RESEARCH
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a) Discover answers to questions through the application of scientific procedure.
b) The main aim of research is to find out the truth which is hidden and which has not been
discovered as yet.
c) Research helps us to gain familiarity with a phenomenon or to achieve new insights into
it.
d) To portray accurately the characteristics of a particular individual, situation or a group.
e) To determine the frequency with which something occurs or with which it is associated
with something else.
RESEARCH DESIGN:
Research design is important primarily because of the increased complexity in the market as well
as marketing approaches available to the researchers. In fact, it is the key to the evolution of
successful marketing strategies and programmers. It is an important tool to study buyers
behavior, consumption pattern, brand loyalty, and focus market changes. A research design
specifies the methods and procedures for conducting a particular study. According to Kerlinger,
Research Design is a plan, conceptual structure, and strategy of investigation conceived as to
obtain answers to research questions and to control variance.
The General study was converged as a specific study for Videocon. The study was initiated to
find out the consumer profile, brand perception and cross preference among Videocon and
Competitor brands.
Our approach to the research design tasks went through the following tasks.
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Information needed
?
Measurement and scaling Procedures?
Appropriate Data collection
?
Sampling Process and sample size
?
These issues are addressed as the following:
Research Type Descriptive Research Data Type Primary and Secondary data
Research Tool Questionnaire
Observation
Enquiry
Sampling Units Customer/Dealers/ Retailers
Sample Size Customer (100)/Dealers
Sampling Method Random Sampling Method
Sample drawn from Nagpur
TYPE
The data collection was done through
1. Secondary Data Analysis
2. Survey.
Secondary data is obtained by contacting the retailer and dealers.
SCALING TECHNIQUES
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We asked the customers to rank the various attributes on a scale of very important, Important and
not very important. To find-out the brand perception of various brands, paired comparison
between them is used.
QUESTIONNAIRE
Questionnaire design was the critical issue as the questionnaire reflects the survey purpose .The
questionnaire was meticulously prepared by identifying the various variables. The same scale of
yes/no and very important, important and not so important was used throughout so as to make the
respondent comfortable. Firstly a questionnaire was prepared and few people were surveyed.
After this survey we realized the flaws in the questionnaire and then a modified questionnaire
was prepared and people were surveyed on this modified questionnaire.
DATA COLLECTION
Data collection is the important step after the sample is selected on which the survey is being
conducted. With data that is available in the hard form we converted that to electronic form, to
analyze the data using the MS Excel softwares. In the data collection customers were
approached during the working hours at dealers point.
SOURCES OF DATA
Primary and secondary published data:
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Primary and secondary data are said to be primary when they are published or released by the
same organization that collected them: they are secondary when they are published or released by
another organization.
Published data can be obtained from following sources:
Trade associations: Many industries in India are organized into trade associations. One
important function of such association is to collect data concerning the industry from the
members o summaries them for the industry, and to disseminate them exclusively among the
members.
Trade and functional journals: Frequently there are several periodicals devoted to news of
importance to a given industry or profession. These may be issued by publishing house or by an
important firm in the industry.
Daily newspapers: From important national newspapers, day-to-day information may be
obtained. These daily newspapers also publish a number of research articles of economic and
commercial importance.
Research organizations: several research organizations publish, as part of their service, a wide
variety of numerical data.
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CHAPTER-3
COMPANY OVERVIEW
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Videocon is one of the leading player in the consumer durable and appliances. It has been truly
an Indian multinational. Since its existence it has enjoyed a top position among the Indian
consumer. But after globalization and when other player in the consumer durable and appliances
sector came into the market, it faced a huge threat from these big names. It eventually lost it
leadership in the market. After losing its top position Videocon continued to work towards
innovation and to gain back it share in the market. It still continued to be one of the best selling
brands.
It has been a market leader in CTV technology. It did some strategic alliance and acquisition. In
spite of having a strong presence in the Indian market, Videocon was looking to connect itself
with the younger audience. At the same time it was looking to get into the other venture of Direct
to home (DTH) and mobile handset. Videocon opted for rebranding itself and its practices to get
hold of the Indian Market and establish itself as a global player among both the urban and rural
market. At the same time through rebranding Videocon wants to bank upon to capture great pie
in to its new venture of DTH and handset business. Rebranding is providing Videocon the
competitive edge to establish itself as the V is me
The Videocon group has an annual turnover ofUS$ 4.1 billion, making it one of the
largest consumer electronic and home appliance companies in India. Since 1998, it has expanded
its operations globally, especially in the Middle East.
Today the group operates through 6 key sectors:
1. Consumer durable.
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2. Thomson CPT.
3. CRT glass.
4. Oil and gas.
5. DTH.
6. Telecommunication.
CONSUMER DURABLES
Videocon enjoy a pre-eminent position in terms of sales and customer satisfaction in many of our
consumer products like Color 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.
a. COLOUR TELEVISION: CTV is the foremost product in the consumer electronics
segment. CTV segment has witnessed evolution of LCDs, Flat, Slim & Ultra Slim TVs
over conventional CTV. Plasma TVs have found their place in corporate offices, shopping
malls, airports, railways, etc. where there is public viewing.
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(FIGURE 1)
b. WASHING MACHINE: Washing machine contributed 25% growth to overall home
appliance. Top loading category is getting more popular than conventional front loading.
(FIGURE 2
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c. AIR CONDITIONER: AC market has topped the chart with a phenomenal growth of
59%. Customers prefer for Split AC as it requires less space, low noise level & glossy
appearance.
(FIGURE3)
d. REFRIGERATORS: Videocon Industries Ltd. Refrigerators are put up for sale in the
market under various brand names such as Electrolux, Kelvinator, and Kenstar. Demand for
frost free segment is on a higher side. Electrolux and Kenstar looks after frost free segment.
(FIGURE 4)
DISPLAY INDUSTRY
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With the Thomson acquisition Videocon has emerged as one of the largest Colour Picture tube
manufacturers in the world operating in Italy, Poland and China, continuing to lead through new
innovative technologies like slim CPT, extra slim CPT and High Definition 16:9 formats 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 GLASS
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.
DTH
In 2009, Videocon launched its DTH product, called 'd2h'. As a pioneering offer in
the IndianDTH market, Videocon offered LCD & TVs with built-in DTHsatellite receiver with
sizes 19" to 32". This concept in the DTH service is relatively new in the presence of other
players like ZEE TVs Dishtv, Tata Sky, Air tel Digital TV and Reliance's BIG TV providing
only the set top box. The firm also has satellite telephony as also satellite-based internet access,
which incorporates the most advanced IP technologies for real-time audio, video and data.
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TELECOMMUNICATION
Videocon Telecommunication Ltd has license for mobile service operations across India. It launched its
services on 7 March 2010 in Mumbai.
PRODUCTS OF VIDEOCON
CONSUMER ELECTRONICS
REFRIGERATOR
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WASHING MACHINES
AIR CONDITIONER
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DVD PLAYERS
DTH
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MOBILE PHONES
MICRO OVENS
ORGANISATION STRUCTURE
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MARKETING DEPARTMENT
(FIGURE 5)
FUNCTIONS:
a. The smooth functioning of the marketing, sales and delivery operation.
b. Corrective actions on customer complaints.
c. New initiatives taken for sales maximization of the company.
d. Handling relationship with personal, communicating and reporting to the management.
e. Developing sales programs and formulating and designing sales polices.
Distribution Network
A strong distribution network is absolutely essential to compete in this industry. Not only does it
guarantee a country wide reach for a companys products but is also necessary for providing
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good after sales service. Videocon has implemented ERP system, which helps in integrating the
manufacturing, marketing, procurement and distribution services with the corporate office.
HUMAN RESOURCES DEPARTMENT
Organizational Structure
(FIGURE 6)
FINANCE DEPARTMENT
(FIGURE 7)
FUNCTIONS:a. To comply with legal and other requirement.
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b. To provide information for stakeholders about financial performance and viability.
c. To provide managers with information for decision-making.
d. To provide a structure to business activity based on the careful processing of numerical
data.
SWOT ANALYSIS
Strengths:
a. Proven high-volume Manufacturing capacity.
b. Extensive Distribution Network.
c. Compelling product portfolio with strong brand recognition. Customers are aware about
Videocons products.
d. Company has good brand name.
e. Strong backward integration
f. Videocon has largest distribution manufacturing based across in India.
g. Large brand basket
h. Multi brand strategy
i. 3rd largest picture tube manufacture in India
j. Cheap price.
k. Globally acceptance.
Weakness:
a. Less investment on advertisement of Videocon CTV.
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b. Fewer margins to the distributor/dealer.
c. Weak promotional strategy of CTV.
d. No proper approach of target customer.
e. Wide brand basket, which might lead to conflict of interest unless effectively managed.
f. CRT technology is losing popularity.
g. Less focus on unconventional channel.
h. Not providing good service.
Opportunities:
a. Expansion to new business areas and new market regions.
b. Videocon takes over the Electrolux.
c. Videocon bought Thomson color picture tube manufacturing plant.
d. Videocon international is going global.
e. Videocon exploring whole new segment.
f. In summer the climate of Nagpur becomes hotter day by day and coolers do not fully satisfy
the customers requirement. This provides a great Opportunity for AC manufacturers.
g. Growing semi urban market.
h. Industry is in increasing phase.
i. Price has come down, now more and more people are going for it.
j. Due to financial facilities even the medium segment is going for it.
k. Purchasing power of people is increasing day by day.
l. Focused on unconventional channels.
Threats:
a. Increased competition from Korean Vendor.
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b. Increase of imports from China. Brand loyalty is more of LG &other company.
c. Market condition like slumps in market.
d. A new competitor in your home market.
e. Competitor has a new innovative substitute product or service.
f. Increased trade barrier.
g. Brand reputation is not good.
h. Competition in global CPT market especially from integrated players such as LG Phillips,
Samsung, and Matsushita is intense.
VISION AND MISSION
Videocons mission: a reflection of continuity and change.
Videocons mission expression has been crafted to envelope both extant and emerging realities.
To delight and deliver beyond expectation through ingenious strategy, intrepid
entrepreneurship, improved technology, innovative products, insightful marketing and inspired
thinking about the future.
A breakdown of the statement above reveals a means and end approach, where the end
is articulated at the beginning with the means linked to it.
To delight and deliver beyond expectation
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This segment not only underlines the importance of the ultimate goal customer satisfaction
(delight) and ultimate target - the customer, but also of intermediate processes and principals,
which have contributed to building a robust, dependable Videocon value chain (deliver). As a
result of its focus on developing loyal customers and reliable associates, Videocon is able to
exceed expectations.
Improved technology
Technology is no more premium input; it has become the bare minimum in recent years. Rapid
advances have only fuelled this phenomenon. Videocon is extremely vigilant in shunting out
dated technology and replacing it with the best-in-class offers of the times.
innovative products
Product development, innovation and customization are the tools Videocon uses to stay ahead of
the competition. This is because a continuous stream of innovative products excites the market
and enhances brand recall. A strategy that Videocon banks on a lot, especially on the domestic
front.
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insightful marketing
The market share battle scene has long shifted from technology and processes to attract the
customer. This means that those with deeper insights into the elusive mind of the buyer are likely
to dominate. Videocon is reinforcing marketing strengths to read better the pulse of the market
and help create products that map perfectly into customer preferences
inspired thinking about the future.
The future is unpredictable, but not doing anything about it is fraught with grave risk. Videocon
extrapolates future trends on the basis of current changes in technology and preferences as well
as sheer gut feel. Fine-tuned business instincts are worth their weight in gold, lots of it. The
company has perfected its practice almost into an art form with some calculated gambles like oil
and gas proving to be absolute money-spinners.
through ingenious strategy
In the cutthroat world of today, it is only by taking recourse to advance planning and strategy that
a business can hope to survive. Thus, there is a need for a bounded rationality, spontaneity and
improvisation that is flexible enough for scenarios both imaginable and unimaginable.
Videocons ingenious man oeuvres are actually flexi-strategy that abstracts from shifting ground
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conditions and decides game-plans, or sometimes changes the rules of the game.
INDUSTRY OVERVIEW
ABOUT CONSUMER ELECTRONICS INDUSTRY
1. History of consumer Electronics in India
The Electronics Industry in India took off around 1965 with an orientation towards space and
defense technologies. This was rigidly controlled and initiated by the government. This was
followed by developments in consumer electronics mainly with transistor radios, Black & White
TV, Calculators and other audio products. Colour Televisions soon followed. In 1982 -a
significant year in the history of television in India the government allowed thousand of Colour
TV sets to be imported into the country to coincide with the broadcast of Asian Games in New
Delhi. 1985 saw the advent of Computers and Telephone Exchanges, which were succeeded by
Digital Exchanges in 1988. The period between 1984 and 1990 was the golden period for
electronics during while the industry witnessed continuous and rapid growth.
From 1991 onwards, there was first an economic crises triggered by the Gulf War, which was
followed by political and economic uncertainties within the country. Pressure on the electronics
industry remained though growth and developments have continued with digitalization in all
sectors and more recently the trend towards convergence of technologies.
In recent years the electronic industry is growing at a brisk pace. It is currently worth $ 50
Billion but according to estimates, has the potential to reach $ 90 billion by 2012. The largest
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segment is the consumer electronics segment. While is largest export segment is the consumer
electronics segment. While is largest export segment is of components.
The breakup of production in various segments the industry is shown
below:
a. 1950s Radios -imported & sold.
b. Late 1960s B&W TV Transmission started.
c. 1970s Manufacturing of B/W TV started.
d. 1982 Colour TV Transmission, Manufacturing of CTV started.
e. 1992 Economic Liberalization Process initiated.
f. 1993-94 Dismantling of controls such as licenses, Ban on use of Foreign Brand Names etc.
g. 1994-95 Entry of MNCs Panasonic, Sony, LG, Samsung etc. Lowering of Import duties,
Cable TV Started.
h. 1995 Till Date Entry of Many MNCs & Rapid Growth, Continuous Lowering of Import
Duties.
i. 2001 Non tariff Barriers on Imports removed.
j. 2004 Free Trade Agreement (FTA) with Thailand implemented, resulting in reduction of
import duties to 0% on Colour Television sets, Colour Picture Tubes, Refrigerators and Air
Conditioners, thus more competition.
k. 2005. Entry of organized retail.
l. 2007 FTAs with other countries & FDI in retail likely.
m. 2009 DTH Services Started.
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n. 2010 Mobile phones launched.
CURRENT SCENARIO
The consumer durables market in India is valued at US $ 4.5 billion currently. The microwave
ovens and air conditioners registered a growth of about 25%. Frost-free refrigerators have
registered significant growth as many urban families are replacing their old refrigerators. .
Washing machines, which have always seen poor growth, have seen reasonable growth. More
and more Indians are now buying electrical appliances due to change in electricity scenario. The
penetration level of color televisions (CTVs) is expected to increase 3 times by 2012. On the
brick of rapid economic growth, India has witnessed the dynamic change incountry's consumer
electronics industry. In last few years the industry has been witnessing significant changes in
retail boom, growing disposable income andavailability of easy finance schemes. One electronic
gadget that has brought newrevolution in Indian Electronic Industry is Television Set. Today,
India is fastemerging as the key driver in the global television market both as a manufacturer
andconsumer. In recent years, the market for televisions in India has changed rapidlyfrom the
conventional CRT technology to Flat Panel Display Televisions (FPTV). Currently, the split
between CRT and FPTV is around 97% and 3% respectively. Inaddition to this, one of the most
striking changes sweeping across the colourtelevision market in Indian market is the exponential
growth of the flat paneltelevision (FPTV) market, in common parlance called the liquid crystal
display(LCD) and plasma televisions.
COMPETITOR ANALYSIS
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A detailed analysis of some major players is done below:
LG ELECTRONICS
Established in 1997, LG Electronics India Pvt. Ltd., is a wholly owned subsidiary of LG
Electronics, South Korea. In India for a decade now, LG is the market leader in consumer
durables and recognized as a leading technology innovator in the information technology and
mobile communications business. LG is the acknowledged trendsetter for the consumer durable
industry in India with the fastest ever nationwide reach, latest global technology and product
innovation.
Today the group deals with 4 sectors; they are Mobile communication, digital appliances, digital
displays, and digital media.
Mobile Communications
LG is a global leader in mobile communications, specializing in UMTS, CDMA,
and GSM handsets. Thanks to its wide range of wired and wireless options, the company is
becoming a force to be reckoned with on the international market.
In India LG is targeting GSM handset business in premium trend setter segment, Camera &
music segment & color screen segment.
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Digital Appliances
Digital Display
LG offers a wide range of digital display products, equipped with customer-oriented
designs and technologies. With its LCD TVs, Full HD Plasma TVs, Ultra-slim Color TVs, LCD monitors
LG is pulling out all the stops to remain the frontrunner in today's digital display industry.
LG Electronics rightly understood the consumer motivations to create magnetic products, price
them strategically, position them sharply and keep making the magnetism more potent. Having
understood the finer differences in consumer motivations, it opted for sharp- arrow reasons-to-
buy differentiation over the blanket-all approach taken by most of the other players. It is an
aggressive marketer. It focuses on low and medium price products.
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LG changing homes in many ways, offering customers exceptional value
and convenience. Innovative digital appliances from 100% washer dryer
with direct drive technology, built-in LCD TV refrigerator, Light wave
cooking oven (solardom) to art cool split air conditioner illustrate LG's
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Business Divisions and Main Products
Home Entertainment
LCD TVs, Plasma TVs, Audio, Video, Optical Storage.
Mobile Communications
Mobile handset (CDMA/GSM/3G), Mobile Accessory
Home Appliance
Washing Machines, Refrigerators, Cooking Appliances, Vacuum Cleaners, Built-in Appliances.
Air Conditioning
Residential Air Conditioners, Commercial Air Conditioners, Home Solution, Compressors.
Business Solutions
Monitors, Commercial Displays, Car Infotainment, Security Business
SAMSUNG
Initially the strategy of Samsung in India was to create premium image by emphasizing global
brand. After facing stiff competition from another Korean major- LG, Samsung also started
playing price game. In 2004 it reverted back to its premium positioning, although it resulted in
some loss of market share. In line with the Global Digital Initiative of the Parent Company,
Samsung India is seeking to acquire digital leadership in India by introducing its digital ready
televisions like the 40" LCD Projection TV, 43" Projection TV and the Plano series of Flat
Colour televisions.
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Vision 2020
As stated in its new motto, Samsung Electronics' vision for the new decade is, "Inspire the
World, Create the Future."
This new vision reflects Samsung Electronics commitment to inspiring its communities by
leveraging Samsung's three key strengths: New Technology, Innovative Products, and
Creative Solutions. -- And to promoting new value for Samsung's core networks -- Industry,
Partners, and Employees. Through these efforts, Samsung hopes to contribute to a better world
and a richer experience for all.
As part of this vision, Samsung has mapped out a specific plan of reaching $400 billion in
revenue and becoming one of the worlds top five brands by 2020. To this end, Samsung has also
established three strategic approaches in its management: Creativity, Partnership, and
Talent.
Samsung is excited about the future. As we build on our previous accomplishments, we look
forward to exploring new territories, including health, medicine, and biotechnology. Samsung is
committed to being a creative leader in new markets and becoming a truly No. 1 business going
forward.
The Samsung Group is composed of numerous international affiliated businesses, most of them
united under the Samsung brand including Samsung Electronics, the world's largest
electronics company.Samsung Heavy Industries, the world's second largest
shipbuilder. and Samsung C&T, a major global construction company.
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Samsung has been the world's most popular consumer electronics brand since 2005 and is the
best known South Korean brand in the world. Samsung Group accounts for more than 20% of
South Korea's total exports and is the leader in many domestic industries, such as
the financial,chemical, retail and entertainment industries.
LITERATURE OVERVIEW
Values & Philosophy
Shri Nandlal Madhavlal Dhoot, the founder of the Videocon Group, completed his education in
Ahmednagar and Pune. He was a successful sugarcane and cotton cultivator. As a next logical
step to vertical integration, he boldly took upon an entrepreneurial venture by importing
machinery from Europe to set up the Gangapur Sakhar Karkhana (Sugar Mill) in 1955. Those
were the times when the village did not even have electricity. Thus was unleashed an Industrial
revolution.
The die was cast. Over the years, Nandlalji's path-breaking attitude found expression in a myriad
ways, earning him the well-deserved reputation of the pioneer of industrial activity in
Marathwada India. In early 80's Nandlalji initiated his three sons - Venugopal, Rajkumar and
Pradeep into business. Through a technical tie up with Toshiba Corporation of Japan, he
launched India's first world-class color Television: Videocon. Today, Videocon is household
name across the nation- India's No. 1 brand of Consumer Electronics & Home Appliances,
trusted by over 50 million people to improve their quality of life.
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Videocon: Green change in the logo
Videocon is aiming at global expansion. It has taken a bog leap towards the green movement by
changing its logo. It now has more of green. The color palette of the logo is communicating the
ecological drive. Videocon is establishing itself now as younger, fresher, ecofriendly brand.
Green advertising is playing an important role in spreading the ideas of protecting the
environment. It designed brilliantly which can motivate the consumer to consciously work
towards protecting the environment. The ads must show the benefits that the consumer should
drive from the product. Videocon needs to consider the 4ps of people, planet, profit and process
and work towards the well being of the customers, employee, and nature.
Source: Magazine: Advertising express, February 2010, page number: 44, 48
MANAGEMENT
K. R. KIM
Vice Chairman and CEO
Videocon Industries Limited
K R Kim was appointed as Vice Chairman and CEO, Videocon Industries Limited in 2008. Since
then, he has led the company to expand its operations throughout the country in the Domestic
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and Global operations of the consumer durables and infotainment division. A veteran in the
consumer goods industries and the former MD of LG electronics, K.R Kim, a Law graduate from
Seoul National University has been associated for over 30 years with LG Electronics before
joining Videocon. During his tenure he served at esteemed positions of President and that of a
Managing Director.
K.R Kims proficient leadership skills, task driven approach and matchless degree of excellence
and discipline has conspicuously carved his identity worldwide. Moreover, he has been the proud
recipient of the Super Achiever award from CETMA (Consumer Electronics and TV
Manufacturers Association) for his role in advancing maturity of Indias Electronics and Durable
goods market. He has also been awarded for Excellence in Corporate Leadership and
Entrepreneurial Spirit established by CNBC TV 18- by our Honorable Prime Minister
Mr. Manmohan Singh.
MILESTONE OF VIDEOCON
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WEEK TASK ASSIGNED ACHIEVEMENT Reasons for Variance
1st
Week
03/05/10
To
10/05/10
To know about the
company & to collect
the information about
the company.
Company guide has given me
detail information about the
company.
Performance was
neutral.
2nd
Week
10/05/10
To
17/05/10
Market Research(to
know the depth of
product)
Company guide gave me
training about the different
products of the company, which
is related to fieldwork. And
also I have prepared questionerunder the guidance of company
guide.
Performance was
neutral.
3rd
17/05/10
To
24/05/10
From 3rd week I
started my field work,
In my 3rd week I visited 120
dealers and collected
information, regarding how
many of them deal with
Videocon products.
I started my field work
from 3rd week, In
starting I got some bad
response from some
place.
4th
24/05/10
To
31/05/10
Collection of data
from dealers was
repeated.
In the 4th week I have started
my work for two days and
collected rest of details.
In 4th week I got some
good response.
5th
01/06/10
To
07/06/10
The next task was to
know about Customer
During 5th week I participated
in an Exhibition, which gave
me an experience to know
about the customer.
I dont have any
authorization letter from
the company thats why
people are not ready to
provide the information.
6th
08/06/10
To
15/06/10
Collection of data
from customer has to
be analyzed and I
have to prepare
questionnaire
In the 6th week I worked for
whole week and analyzed the
collected data.
My performance was
good.
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CHAPTER 4
DATA ANALYSIS
The data of score of features and score of brand perception was fed into the excel sheet. Separate
Excel sheets were employed for analysis of each brand and also to keep it concise and
unambiguous.
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Pie chart:
This is very useful diagram to represent data, which are divided into a number of categories. This
diagram consists of a circle of divided into a number of sectors, which are proportional to the
values they represent. The total value is represented by the full create. The diagram bar chart can
make comparison among the various components or between a part and a whole of data.
Bar chart:
This is another way of representing data graphically. As the name implies, it consist of a number
of whispered bar, which originate from a common base line and are equal widths. The lengths of
the bards are proportional to the value they represent
Limitation of Survey
Response Errors - These may arise when the respondents give inaccurate or incomplete
answers. For e.g. in our survey a respondent may not mention that he had test driven a car before
purchasing it A major problem faced in the survey involved the comparative ratings of various
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attributes for all the brands of cars. Many of the respondents were not very willing to rank so
many factors as they perceived it to be time consuming.
Open Ended Questions All the questions in the questionnaire were open-ended to avoid any
kind of bias from the respondents end. But a drawback of this approach is that there was an
incomplete capture of his responses, as the respondent could not always come out with the
purchase steps and the time taken in them. The reasons for such inaccuracy could be because of
unfamiliarity, fatigue, boredom, faulty recall and the Question format.
Random Sampling Errors This can occur, as the particular sample selected is an imperfect
representation of the population of interest. The area covered in the survey was Nagpur region
and the customer preferences and tastes in different.
Learning Experience
a) During the project training in the market, I understand how it works practically from start
point to end point. Before that I have only theoretically idea of marketing management.
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b) It is great experience to see these entire things happen in front of eyes. It enhances my
practical knowledge from one level to another level.
c) I have also learnt how corporate world functions and the importance of discipline in your
work life.
d) My company guide supported me in gaining sufficient knowledge about the company and
industry this help me complete the project successfully.
e) I have learned about the competitors of Videocon.
f) I became much more confidant and the experience has helped me to brush my
communication skills.
g) I have learnt that to convince someone what is required is complete knowledge of your
product and how will it benefit the client.
h) The training was informative & educative. It was a practically exposure to me.
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i) Apart from this entire thing it gives me real picture about supply chain. I visited each
department & it is good learn experience to me when employees share their experience
for the organization to achieve the goal.
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DATA COLLECTED FROM DEALERS & ANALYZED
Brand Dealing with
Leader:
Samsung
Challenger: L.G
Follower:
Videocon
Brands on Display
Leader: Videocon
Challenger: L.G
Follower: Samsung
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PRODUCT WHICH THEY DISPLAY
GLOW SIGNS
ON SHOP
(OUTSIDE)
RATING BY TRADE
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DATA COLLECTED FROM CUSTOMERS & ANALYZED
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1. Awareness of Product
A) Yes B) No
Interpretation- On the basis of above available data, we can analysis that 93% of customers
are aware of product.
2. How you choose your brand?
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Interpretation- On the basis of above available data, we can analysis that most of
customers choose their brand by watching advertisement.
3. Where you purchase your brand?
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Interpretation- On the basis of above available data, we can analysis that most of customers
purchase products from show room.
4. Parameter which influence?
Interpretation- On the basis of above available data, we can analysis that most of customers
are influenced by price.
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CHAPTER 5
FINDINGS, RECOMMENDATIONS & CONCLUSION
Dealer survey Findings:
a) By calculating the display share we found that in most of store VIDEOCON has 60%
display share almost in all categories.
b) By the actual monthly sale of particular store we came to know the capacity of the store
and how much product can they sale.
c) It helps us to know that weather dealer is capable of being a direct dealer of VIDEOCON
or not and it also helps to find out the new dealer who are capable of being the dealer of
VIDEOCON.
d) We also came to know while visiting the shops that there was big problem of after sale
service.
e) Many dealers were facing the problem of after sale service because there is no follow up
calls from VIDEOCON.
f) Demo calls also not done properly. Sales promotion scheme are sufficient.
g) Dealer is not satisfied with the incentive provided by the company.
h) The top competitor of VIDEOCON product in Nagpur is LG and SAMSUNG.
i) In Nagpur area the performance of VIDEOCON is in better position but the competitor
also hold closer margin.
j) There is high growth of sale in market due to booming in new technology and better
service.
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RECOMMENDATIONS AND SUGGESTIONS
a) More detailed customaries service is to be provided.
b) VIDEOCON should try new dealer who have the potential. So they can target more market.
c) As there is a bottleneck competition between Samsung and VIDEOCON, it is necessary to
take measure steps to overcome the area of downfall in VIDEOCON with respect to
Samsung.
d) The marketing managers should make better relations with dealers and reputation of the
company.
e) Customer considers quality as their first preference, so the company should give more stress
on this.
f) The switching of customer from VIDEOCON product to other brand is due to the bed after
sell service in shop.
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CUSTOMER SURVEY FINDINGS
a) Secondary supports play an important role in the customers mind and create awareness
among the customers. The secondary support includes Demonstration, Exhibition & Even
Sponsors.
b) From the survey it was found out that the majority of customers dont buy consumer durables
from exhibitions. They just visit the exhibitions to see the company latest model.
c) They want to buy from the showrooms or from co. showrooms. For them service is
important. Beside convenience and other factors service is key factor.
d) Also majority of customers do not want any financing scheme for purchasing the durables.
e) Customers are also now very choosy in buying the product and it is important for the
company to make loyal customer of their brand.
f) The product is well aware and it is on top of mind of customer.
g) Customers are also now very choosy in buying the product and it is important for the
company to make loyal customer of their brand.
h) Spending on advertisement and publicity of less as compare to the competitors. There is
need to increase advertisement. Consumer prefers electronic media for advertisement and
retailer also prefer TV advertisement.
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RECOMMENDATIONS AND SUGGESTIONS
a) Exhibitions do not help to generate so much sells but they should be conducted regularly.
This helps in generating awareness regarding the product in customers, which ultimately
helps in sales.
b) Display share should be increased where there is less than 50% as VIDEOCON also
believes that JO DIKHTA HAI WO BIKTA HAI.
c) Company should try to improve service. No doubt the company products have technically
edge over competitors but in long run it may hamper the companys profit.
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CONCLUSION
Nagpur market is a new market for these techno-survey Videocon products. Customers need to
be made aware of the productive usages of these products if Videocon want to target these
untapped market segments of customers and rural customers. Also Videocon need to modify
their advertising strategies in order to promote these products and services.
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QUESTIONNAIRE
Bibliography
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QUESTIONNAIRE FOR DEALER
1. Do you sell Videocon consumer appliances (Yes/ No)
2. Do you sell other brands (Yes/ No)
3. What are the brands that you deal
Videocon
Sansui
Samsung
Whirlpool
L.G
Others
4. What are the brands that you put on display?
Videocon
Sansui
Samsung
Whirlpool
L.G
5. What are the products which you put on display?
LCD
Refrigerators
Washing machine
Air Conditioner
DTH
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6. Which products glow sign (outside) you display?
Videocon
Sansui
Samsung
Whirlpool
L.G
7. What are ratings by trade?
Service
Logistics
Customer Preference
Stock Availability
New product launch
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Questionnaire to Consumer
1. Which of the companys products would you prefer to own?
a) Videocon b) LG c) Samsung d) ONIDA e) Samsung
f) Others (please specify)
2. Are you aware of Videocon (YES/NO)
3. What were the factors that persuaded you to come to your chosen brand?
a) Company advertisements: b) Talk to friends and colleagues c) Dealers efforts
d) Any other; please specify
4. From where you prefer buying consumer durables?
a) Showroom b) on-line c) exhibitions
5. While purchasing consumer durable which parameter influences you?
(Please rate the following sources of information)
Price
Brand Image
Product feature
Service
Durability
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BIBLIOGRAPHY
Books-
Philip Kotler, Marketing Management, 13th Ed, Princeton Hall India 2009.
Market Research Made Easy (Self-Counsel Business)by Don Doman.
Marketing Research: An Applied Approach - European by Naresh K. Malhotra.
Search Engines
Videocon OFFICIAL SITE.. www. videconworld.com
www.google.com
http://www.amazon.com/Market-Research-Made-Self-Counsel-Business/dp/1551806762/ref=cm_lmf_tit_2/175-9005902-9897213http://www.amazon.com/Marketing-Research-Applied-Approach-European/dp/0273695304/ref=cm_lmf_tit_6/175-9005902-9897213http://www.amazon.com/Marketing-Research-Applied-Approach-European/dp/0273695304/ref=cm_lmf_tit_6/175-9005902-9897213http://www.google.com/http://www.amazon.com/Market-Research-Made-Self-Counsel-Business/dp/1551806762/ref=cm_lmf_tit_2/175-9005902-9897213http://www.amazon.com/Marketing-Research-Applied-Approach-European/dp/0273695304/ref=cm_lmf_tit_6/175-9005902-9897213http://www.google.com/