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VISIT SUMMARY

Location Lajpatnagar , Dealers- Next Retail , Sargam Sales , Digi world, Date-25.05.2011

Next Retail

VG ISD Shailender

Observations:-

VG ISD was not present at store as he was out for certain delivery work andhis expected time to return was 2hrs.

VG product is the last option any ISD talks about, until customerproactively asks about it.

Sargam Sales

VG ISD- Jatin

Observations:-

VG ISD absent from last 2 days. Display of VG products at location was only one Sansui color TV which was

placed at the last corner of store.

Samsung & Godrej were the most populated brand at display. Godrej is a strong competitor for window AC in terms of price.

Digi World

ISD for VG products 3.Names of ISD: - Santosh, Lovely, NA.

ISD supervisor- Rohit

Store Manager- Ashwini Agarwal

Observation:-

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Conflict between Store Manager & ISD regarding their KRA. Dull environment within the store because of differences among entire

crew could be seen on their faces.

ISD grievances :- a) Price differentiation of similar VG product at Digi world& Next Retail for Rs 6,000.b) VG product VCL-063/093 is the most enquired

product by customer, which is out of stock for last couple of days. c) ISD is

not given needful support from Store Manager due to personal differences.

d) Semi automated washing machine is out of stock for couple of days. e)

ISD is also responsible for the delivery of products which holds them back

to participate in other sales. f) ISD is suppose to participate in marketing

activities like road shows, which cuts down their store sales target.

Lack of convincing skill and effort from ISD. Pattern of explanation is moreof like IVR (Internal Voice Recorder).Soft skills of ISD are need to be taken

care of because too much of repetition of products details tends to confuse

the customer.

Lack of coordination between ISD Supervisor & Store Manager. Damage products were at display. ISD follow price as the major USP for VG product. At large customer comes

with expectation of durability of product and value of their money.

Smart attire for ISD can also be considered to be more influential. Physical quarrel occurred between Philips / Electrolux ISD & VG ISD at my

presence.

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VISIT SUMMARY

Location Kalkaji , Dealers- Sargam Sales, Date-26.05.2011

VG ISDShyam Nandan

ISD Supervisor- Rohit

Observations:-

Branding at dealers is major concern for VG products. Branding material ofcompanies like TOSHIBA, SAMSUNG, HITACHI, HAIER and VOLTAS could be

seen all over the dealer along with their products. Have clicked some

pictures of store display to have better idea.

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POP were absent from VG products which left dull impression, where asour competitors very beautifully displayed their products.

ISD grievances :- a) Most demanded VG fridge -frost free & direct cool frostis out of stock for more than a month. b) Videocon AC out of stock for morethan a month. c) Sargam electronics Rithala warehouse is out of stock of

maximum VG products. d) From last 6 months ISD has been asking to

Paramjeet Singh (Area Sales Manager) for splitter for better picture quality

at display for LCD & LED. e) LG & SAMSUNG are market leaders for

microwaves and its next to impossible to convert customer for KENSTAR.

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5 Kelvinator AC were sold in month of May. ISD has not attended his last training because it clashed with its working

hours.

ISD told that there is a facility oftelephonic training. ISD has dual employment (Videocon & Sargam electronics).

VISIT SUMMARY

Location Gurgaon , Dealers- Next Retail, Samrat International, Vandana Electronics,

Date-02.06.2011

Next Retail (Sec-31)

ISD- Vedpal

Observation:-

ISD was on weekly off. POP were again missing from displayed LCD & LED at store. Market findings:- We can ask for better branding as this locality is majorly

crowded with upper class family. Products were just overlapping each

other and gave a look of warehouse ambience.

Samrat International (Jacobspura)

Observation: -

They dont have ISD. Sony has major branding. Area wise its comparatively smaller.

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Dawar International a huge retailer at the same location has done majoron-road branding of SAMSUNG or it can be vice versa situation..

Vandana Electronics (Jacobspura)

ISD- Mukesh

ISD Supervisor- Rajiv

Observation:-

ISD was not present at store as he was involved in sales activity at ApparentHouse, Huda City Centre.

VG products where displayed gracefully.Next Retail (Sec-14)

ISD- Manoj Kumar Singh

Observations:-

Branding at dealers is major concern for VG products. Branding material ofcompanies like SAMSUNG, IFB and LG could be seen all over the store along

with their products.

POP were absent from VG products (all LED & LCD) which left dullimpression, where as our competitors very beautifully displayed their

products. Product like fridge is internally also decorated with POP to get the

attention of customer, which lacks in Videocon.

ISD grievances: - a) IFB is market leader in microwave. b) IFB is marketleader in front loading and tilt drum washing machines. c) ISD is low on

motivation because of fixed incentive policy.

ISD has very good approach. Amazing convincing skill and productknowledge.

Market findings: - a)Videocon provides 15 degree tilt with only 2yearswarranty where as our competitor IFB provides 45 degree tilt with 4 years

warranty at just a hike of Rs 2000.b)Double door fridge issue:-Look wise it

seems to be bulky i.e. seems to be more area consuming rather we should

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focus on the height of fridge. Freezer is too big then the fridge which is just

opposite to our competitor SAMSUNG and that is the option customer look

for most. Star rating is less compared to competitors at same capacity and

price. Interior of fridge has pale look where as competitors have made it

quite fancy which catches customers eyes. Quality of handle and tray is

weak compared to our competitors.

Next Retail(Malviyanagar)

ISD- Mithun Kumar Gupta

ISD supervisor- Rohit Mishra

Observations:-

Foremost the ISD deployed has tremendous convincing skill. It was latehour of the day where he gave us approx Rs 50,000 business despite he was

exhausted with entire days work. I could see him literally converting two

families from SAMSUNG 1.5 tone SPLIT AC to VIDEOCON. He had a never let

go spirit. He is a resource we cant deserve to lose. For assistance we can

pull back his months performance record. ISD Grievances: - a) Model VAE 243/2011, 3* rating cost Rs 12,855 has

poor quality of door handle. b) Products like semi automatic washing

machine, SANSUI & VIDEOCON CTV , VS-163 are out of stock .c)Pay

structure is not motivating at all. Competitors have lucrative incentive plan

for good performers.

Market findings: - Indian family still very much rely on womans decisionbefore making any investment, irrespective of demographic factors. We can

give a thought on areas like the color, interiors, shape of our products

where we can win the maximum. Our products are not as trendy as our

logo.

Location Lajpatnagar , Dealers- Next Retail , Sargam Sales, Date:- 03.06.11

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2nd

visit as ISD were not available at prior visit.

Sargam Sales

ISD- Jitendar Khimani

ISD Supervisor: - Rohit

Observations: -

Once again Branding at dealers is major concern for VG products. Brandingmaterial of companies like TOSHIBA, SAMSUNG, HITACHI, HAIER and

VOLTAS could be seen all over the dealer along with their products.

SAMSUNG has maximum branding. Have clicked some pictures of store

display to have better idea. ISD grievances: - a) Branding materials, POP, Splitter (HD quality) have been

asked to Amit Tiwari for long time. b) Sargam electronics Rithala

warehouse is out of stock of maximum VG products.

To my surprise this VG ISD is Sargams Store Manager also. His salary isapprox Rs 25000 as his experience in consumer durable is for 17 years from

Sargam Sales. My point is either we are wasting Rs 6600 by paying to such a

person or we are ignoring a skilled resource for cost factor.

Market findings: - a) the reason why we are not able to capture the rest of market

is due to the confusion in the mind of customers and the confusion is about our

after sales service. I believe we need to extensively promote our after sales

services. For instance as LG extensively promoted information of its after sales

service .b) If we talk about Delhi-NCR, the major population is rented, so pulling

back Videocon WINDOW AC from market has not shifted our customer from

WINDOW to SPLIT AC rather they have shifted to other brand for WINDOW AC.

The reason felt was reinstallation of WINDOW AC is easier and cheaper comparedto SPLIT AC and rented customer tends to shift yearly on an average.

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Next Retail(Lajpatnagar)

ISD- Shailender

ISD supervisor- Rohit Mishra

Observations:-

ISD was not available at store as he was out for some Videocon activityhappening at Tivoli Garden.

If we talk about big banners as branding it is ok .Its ok because postershave become old & seems to be faded therefore it does not solve the

purpose of branding as it still does not attract the customer.

POP were again missing from displayed LCD & LED at store. Market findings:- We strictly need to make a run through our Inventory

Management as none of the stores have been happy about it. The most sad

part is when customer comes looking for particular Videocon product 80%

time they have to switch for different brand due to unavailability of

product.

Worked as a Management Trainee in Videocon Industries Ltd.Marketing BTL for 2 Months

(May 2011-July 2011)

Details of Internship:-

Mystery Customer- to check the knowledge of ISD (In-shop demonstrator) of Videocon To analyze if the expenditures made on ISD are favourable for the company or not Identified the need of proper POP placement so that Videocon could improve their brand

visibility Keeping a track of World Cup scratch cards issued by Videocon Route mapping for 2 months pan India Dealer Visit Made a diagrammatic representation of advertising costs made by Videocon for the purpose of

analysis.

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