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A PROJECT REPORT ON
SEMESTER V
SUBMITTED BY
1
ACADEMIC YEAR 2017 – 2018
UNIVERSITY OF MUMBAI
A PROJECT REPORT ON
SEMESTER V
SUBMITTED
2
DECLARATION
I declare that this submitted work is done by me and to the best of my knowledge and
all the information collected from various secondary and primary sources has been
duly acknowledged in this project report.
DATE:
Place:
_______________________
SAILI A. CHODANKAR
________________________________________
3
CERTIFICATE
This is to certify that Miss. Saili Chodankar, of Third Year B.M.S., Semester V
(2017-2018) has successfully completed the project report on “AFTER
SALES SERVICE OF VIDEOCON COMPANY” under the guidance of PROF. JIGNA DHARIA.
Date:
Place:
_________________
(Course Coordinator)
________________
Dr. S. V. RATHOD
Principal
_________________
________________
External Examiner
4
5
ACKNOWLEDGEMENT
To list who all have helped me is difficult because they are so numerous and the depth
is so enormous.
I would like to acknowledge the following as being idealistic channels and fresh
dimensions in the completion of this project.
I take this opportunity to thank the University of Mumbai for giving me chance to do
this project.
I would like to thank my Principal Dr. S. V. RATHOD for providing the necessary
facilities required for completion of this project.
I take this opportunity to thank our Coordinator Prof. Vikram Shrotri as well as my
Project Guide Miss. Jigna Dharia, whose guidance and care made the project
successful.
I would like to thank my College Library, for having provided various reference
books and magazines related to my project.
Lastly, I would like to thank each and every person who directly or indirectly helped
me in the completion of the project especially my Parents and Peers who supported
me throughout my project.
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INDEX
1) INTRODUCTION TO 8
AFTER SALES
SERVICES
2) INTRODUCTION TO 9-14
VIDEOCON COMPANY
3) OBJECTIVES OF THE 15
STUDY
4) HISTORY 16-19
6) CORPORATE 22
GOVERANCE
FOLLOWED BY THE
COMPANY
9) CUSTOMER 27-29
SATISFACTION
7
11) RESEARCH 37
METHODOLOGY
16) BIBILOGRAPHY 51
8
INTRODUCTION TO AFTER SALES SERVICES
Every business organization that comes into contact with the customer develops a
perception in the mind of the customer. Today, in this Competitive world every
organization needs to know the perception in the mind of the customers. In order to gain
mind share or heart share of customers along with the market share is the main lookout
For the organizations.
A sale is the first step to increasing your sales, not the last. Providing good after-sales
service shows your customers you want to build a long-term relationship with them, earn
their loyalty and keep their business.
Especially in consumer electronics sector, where the Products are more or less same, the
only way to leave positive impact on customer’s mind and to gain competitive advantage
is providing Best possible services to the customers. After sales service should be an
integral part of any companies’ sales strategy. A good After Sales service can with its
excellence help you gain market share, reduce after-sales related overheads on products
and services sold and most important of all key to customer retention. Most customers
will not make a repeat purchase or continue with a company’s services in case of a bad
experience.
Many companies underestimate the potential After Sales has for giving you a competitive
advantage. Customers expect a high-quality customer service, especially as they focus on
getting good value for their money and are willing to spend more with those that deliver
the best.
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INTRODUCTION OF COMPANY
Brief Profile
Corporate Profile
Achieving Progress.
We will pursue the innovative technologies in the field of energy and electronics,
create products and services that will improve the quality of life realize the goals
of the world community and protect the environment.
Sustaining growth
We will be a source of pride to our business associates by ensuring mutual
prosperity and growth the implementation of forward –looking corporate
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strategies, aimed at identifying the opportunities and responding intelligently to
the dynamic of change
11
Color televisions glass parts, Videocon has now developed the 20V 2R the
latest models.
• The largest panel production facility in the world under one roof providing very
high economies of scale
• One of the world's largest and most respected CRT glass manufacturers
• Firing the largest furnace of its kind in the world with a tank size of 3300 sq ft
• One of the largest and most acknowledged CPT manufacturer in the world
1. Consumer durable
2. Thomson CPT
3. CRT glass
4. Oil and gas
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14
15
OBJECTIVES OF STUDY
The principal cause behind this project is to know that to what level customers
are enjoying and aware of Videocon products offered by the company and
what further improvement can be done in future in this area so as to get brand
awareness.
Objective:
16
HISTORY
As detailed earlier, during the initial years the Companies in the Videocon
Group had placed business with VLIF leading to growth in its lease
financing activities. The group companies have increased the fund base of
the Company by infusing funds in form of share capital and unsecured
loans. As detailed in the Capital Structure, the promoters currently hold
75% of the paid up capital of the Company. The composition of
promoters holding is Videocon International Limited 14,90,000 Shares
(13.1% of VLIF's Capital), Videocon Appliances Limited 12,500 Shares
(0.1% of VLIF's Capital), the Dhoot Family and their friends & associates
70,10,000 Shares (61.8% of VLIF's Capital). As detailed earlier, the post
issue holding would be of the order of 25.50% of the post issue capital of
Rs.33.375 Crores (assuming that all the OCDs are converted @ Rs.150/-
per Share and Equity Shares are issued against all the outstanding
warrants).
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2005
2006
2007
2008
2009
18
2010
A Rs.1,600 crore plant for Colour television sets and other electronic
consumer durables will be set up by Videocon at Manamadurai in
Sivaganga district.
Videocon Industries Ltd Issues Rights in the Ratio of 2:9
2011
2012
2013
19
2014
2015
2016
20
VISION & MISSION
“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
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“…Improved technology…” the means
Technology is no more a 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
22
CORPORATE GOVERNANCE FOLLOWED BY THE
COMPANY
R&D
The company gives utmost importance to the R & D activities, which are carried out,
at in - house R & D center. The company carries on new innovations in product
development, cost reduction, quality improvement, process implementations, process
controls.
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Future Plans
Videocon has introduced two products—one 1 tone and one 1.5 tone ACs
under its solar-powered range. “We have spent close to one year in the
research and development of this technology. The product will be
available in market in 10-15 days. We are planning to extend this
technology to other categories as well,” said Akshay Dhoot, head of
technology and innovation at Videocon, adding that the company will
also launch solar-powered refrigerators, washing machines and
television sets by the end of this year.
The company is also planning to make its entire range of air conditioners
compatible with solar energy so that the consumers can switch to solar
powered products whenever they want. “Consumers won’t have to change
the existing ACs and buy new ones. They will simply be able to switch to
solar panels down the line
Videocon’s move comes ahead of a new efficiency rating system for air-
conditioners being made compulsory by government starting January
2018. All air-conditioners will need energy-saving and intelligent regulation
of compressors in place of the conventional thermostat-triggered cut-offs,
according to a Mint report dated 25 August, 2016.
24
According to a study by consulting firm EY and Consumer Electronics
and Appliances Manufacturers Association, India is also expected to rank
fifth in the consumer durables market in the world by 2025.
Board of Directors
25
SWOT ANALYSIS
Strengths
1. Videocon has a network of 400 plus service and 85 mobile service vans to
give better service to their customers.
2. Tie up with the Matsushita electric company of Japan add to the goodwill of
Videocon
3. Customers are aware about Videocon’s products.
4. Company has good brand name.
5. Videocon has largest distribution manufacturing based across in India.
6. Large brand basket
7. Multi brand strategy
8. 3rd largest picture tube manufacture in India
9. Cheap price.
10. Globally acceptance.
11. Fair brand awareness among the Indian customers
12. Wide distribution network available by owning retail stores namely Digiworld
(selling its own products) and NeXT stores.
13. Acquisition of Thomson’s plants gave it access to its technology for TVs
14. Runs wide brand portfolio under Ken Star, Electrolux, Kelvinator, Sansui,
Videocon brands
15. There are over 9000 people with the company
Weaknesses
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11. Lower share in tier 1 cities and premium products
Opportunities
Threats
1. Entrance of global competitor like china.
2. Brand loyalty is more of LG &other company.
3. Market condition like slumps in market.
4. A new competitor in your home market.
5. Competitor has a new innovative substitute product or service.
6. Increased trade barrier.
7. Brand reputation is not good.
8. Competition in global CPT market especially from integrated players such as
LG Phillips, Samsung, and Matsushita is intense.
9. Increased competition from foreign players.
10. Decreasing brand image.
11. Rapidly changing technology and new features being added by foreign
players.
27
CUSTOMER SATISFACTION
The word satisfaction comes from the Latin word “satis” (Enough) and faction
(to do or make). These words suggest the true meaning of Satisfaction, which
is fulfillment. Managerially, fulfillment usually translate to solving problem
and satisfy the customer is not enough to produce high level of customer
loyalty, business needs to move beyond more satisfaction, to customer delight.
The consumer electronics market was expected to face a few difficult years,
starting with 2016.
Growth had declined in several categories and, while waiting for higher growth in
newer consumer electronics categories to compensate for these slowdowns, the
market was confronted with several challenges.
As we enter the next fiscal year of 2017-18, we anticipate even more opportunities
for the electronics industry to meet the needs of the various sectors electronic
products are used in.
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Current competitive scenario:
The MNC’s like Samsung, LG and Panasonic etc. Enter the Indian market with
wide spectrum. Even after the presence of the leading international brand in
the consumer electronic market it is dominated by Videocon, BPL, Onida etc.
The strategies adopted by the current players is as under,
Satisfying the customer needs across the product line and segment but under
different brands Toshiba is at the top end, Videocon and Samsung at the middle
segment and Akai for the lowest.
Products: Color and Black and white televisions, audio, washing machines,
Refrigerators, monitors and Kitchen appliances.
Decide the umbrella bran by the Korean giant is offering customer probability
scheme.
Products: Color and Black and white televisions, audio, washing machines,
Refrigerators, monitors and microwave, cameras, VCD’s DVD’s,MP3 etc.
29
EXISTING MARKETING STRATEGY OF VIDEOCON TARGET
MARKET:
MAJOR SEGMENT:-
Major segments are basically those people who plan to make a new home and
planning to marry. There are so many people who take electronic product
within 5 year and those people who take 6 -7 year. So, their basic segments
are those people who take this electronic product. The basic segment on Rural
and Semi Urban area where many people like to buy the electronic product.
There are many factors, which affects the sales of Videocon. To name a few:
30
AFTER SALES SERVICES OF VIDEOCON
Videocon services mission is to support the vision the company becoming the
most customer – oriented company in the country by building the proactive
service organization that continually strobe to create customer satisfaction by
internalizing the best practices of customer relationship management
Videocon services mission is to support the vision the company becoming the
most customer – oriented company
in the country by building the proactive service organization that continually
strobe to create customer satisfaction by internalizing the best practices of
customer relationship management Videocon invested 6,500 man-days and Rs 2.6
million to train the employees. Today, Videocon has 280 executive authorized
service center 48 service center, (28
direct branches and 20 supervisory branched) 5 call centers. Videocon services
employees directly through exclusive franchise network approximately 2500 front
line executive for attending for the customer requirement.
A Very good and quick sales service not only satisfy the customer having high
expectations but also provide him a feeling of satisfaction and thus ensures his
loyalty towards the brand. For thus, Videocon must provide a sound facility and
faculty for technical training for the dealers to train their service personnel. These
training centers must be setup at branch levels to facilitate easiness in providing
training.
Presently, dealers are not willing to store even the essential spare parts because
they don’t get any profit on his investment for spare parts. So, by considering
spare parts as a product and giving margins on that, the storage of spare parts
can be justified to dealers. Though, the after sales service is a backup system for
customers and this policy can create such a situation wherein dealers will replace
unnecessary parts for increasing profits. But these activities can be restricted by
designing a control system for it.
Secondly, Videocon serves with the best available quality product, which
requires least maintenance so this won’t create hefty problems. Moreover the
A.C. users are least bothered about the charges incurred in servicing rather he is
more concerned with his comfort ability.
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Advanced tools like digital tong tester, digital thermometer, etc. should be provided
to the outstanding dealers.
Apart from all these things, dealers must be provided with a well-defined catalogue
for the quick and proper identification of spare parts.
Home appliances are very useful in our daily life. We provides us best services
for your home appliances and kitchen appliances that is very useful in your
daily use. We provides you various appliances of various brands. Some of the
appliances are microwaves , TVs, ACs, Ovens, Refrigerator, Washing
Machine, Chimney, Built in hub, Gas stove Etc, and some of the brands are
LG, SAMSUNG, Lloyd, Philips, Panasonic, Onida, Sony, whirlpool, Sansui,
BPL , Panasonic, Hitachi, Hyundai, blue star Etc. VIDEOCON service center
provides you repair and services of your products. When your product get
damaged there is nothing to worry about your products, contact us through our
toll free number and manage a meeting with our service engineer. Repair and
service center provides you best repairing and servicing at nominal price.
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. We provides you doorstep services that save your time and money. You fix
your appointment to our service engineer and stay home at that day at fixed
time. We provides you best trusted and experienced service engineer that
provides you best services as well as appropriate knowledge about your
product. There is nothing to worry about money microwave repair and service
center provides you best repairing and servicing team. There is a feedback
form available in our website you submit your whole problem in this form and
write a review of your experience. Repair and Service Center solve your whole
problem and solve your feedback with our service engineer experts. We supply
24*7 hours facilities. There is any problem call us WE ARE BEST.
Videocon repairing
Videocon repairs
Window repairing
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Cube Videocon repairs
Videocon installation
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Videocon repair service & repairing
Videocon repairing
Videocon Repairs
35
Videocon gasket changing
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Videocon Services
Videocon repair and service center in Charni Road East
Videocon repair and service center in Chira Bazar
Videocon repair and service center in Chuna Bhatti
Videocon repair and service center in Church Gate
Videocon repair and service center in Churchgate
Videocon repair and service center in Girgaon
Videocon repair and service center in Gowalia Tank
Videocon repair and service center in Grant Road East
Videocon repair and service center in Grant Road West
Videocon repair and service center in Marine Drive
Videocon repair and service center in Marine Lines East
Videocon repair and service center in Mumbadevi
Videocon repair and service center in Nana Chowk
Videocon repair and service center in Napeansea Road
Videocon repair and service center in Walkeshwar Roa
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RESEARCH METHODOLGY
The study for the research is for the customer behaviour regarding post sales
services of all the products with special concern to Videocon Ltd. A research
method is a systematic plan for conducting research. Sociologists draw on a
variety of both qualitative and quantitative research methods, including
experiments, survey research, participant observation, and secondary data.
Quantitative methods aim to classify features, count them, and create statistical
models to test hypotheses and explain observations. Qualitative methods aim for
a complete, detailed description of observations, including the context of events
and circumstances.
The research was a study of customer’s behaviour on post sales services of all the
brands with a special reference to Videocon Ltd. a detailed research was
conducted so as to collect unbiased information; customer were not told that the
survey is being conducted for Videocon.
For conducting the research various sources were used to avail the data were
as follows: -
SOURCES:
The main source of data can be categorized into the following two ways:
1. Primary objective
Find out the market size of different brands, for this purpose, the researcher has
to do a survey by interviewing the households and finding out the market share
of Videocon brand in accordance with other brands.
Secondary Data:
Secondary source has been used for collecting the data.
To know where the Videocon brands stands in comparison to other brands and
what are the various aspects where it needs to improve in order to remain in
market and compete with other brands.
Statistical tool: Pie charts, bar diagrams, histogram etc. are used in representation
of data.
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FINDINGS OF THE SURVEY
Q1: Which brand do you prefer to buy when electronic goods are
concerned?
Goods
25%
42%
LG
Whirlpool
33% 0%
Videocon
Samsung
Majority of the total population thinks apart from the companies listed, they generally prefer LG
as a brand when buying of electronic goods are concerned, Videocon is second best choice for the
customer.
Q2 Are you satisfied with the products, which are launched by Videocon
Ltd?
Videocon Ltd
25%
75%
Yes No
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Q3: Do you agree that the product of Videocon bears the latest
technology?
Videocon Ltd
25%
75%
Yes No
Majority of the people thinks that the product of Videocon bears the latest technology.
25%
75%
Yes No
40
Q5: Are you satisfied with the post sales services provided by the
dealers?
21%
79%
Yes No
Many of the customers are not happy with the post sales services provided by their
dealers.
Q6: How prompt is your post sales services after lodging the complaints
to the company?
45.80%
29.20%
12.50%
8.30%
4.20%
PROMPTNESS
1 2 3 4 5
Many of the customers think that the post sales services provided by the dealers are ‘ok’.
They should improve their customer service.
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Q7: Which company do you think has the best after sales service
network?
4%
9%
29% 54%
LG
Whirlpool
4%
Videocon
Samsung
Sony
54% of the customer says LG have the best after sales network here Videocon grabs
second place.
Attitude
25%
75%
Sensitive
Indifferent
After aggregate calculation we see that Videocon comes forward and becomes the
company, which provides good sales service to the customers.
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Q9: Does the replace parts work efficiently?
21%
79%
Yes No
79% the people say that the replace parts work efficiently and rather they also provided
the information that the replaced part do have some time warranty on it.
Q10: What can you say about the Videocon Company’s service?
13%
8% Good
54% Average
25%
Poor
Bad
Majority of the people says that attitude of the complaints handler towards them is good.
43
Q11: According to you rate the after sales service for Videocon
Company?
41.7
29.2
20.8
4.2 4.2
RATE
1 2 3 4 5
Many of the customers think that the Videocon service is good and have rated 3 out of 5.
Q12: Do you face problem form which of the service provider?
Service provider
8% 9%
4% LG
17% Whirlpool
Videocon
4% Samsung
Sony
Samsung tops the chart when the people face problem from their service providers. Least
problem is faced from the rest of the companies service providers.
44
Q13: What do you think that which of the company will dominate the
others in case of product reliability is concerned?
Company
LG
33% Whirlpool
42%
Videocon
Samsung
12%
13%
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ANNEXURE
Q1: Which brand do you prefer to buy when electronic goods are
concerned?
o LG
o Whirlpool
o Videocon
o Samsung
Q2: Are you satisfied with the products, which are launched by Videocon
Ltd?
o Yes
o No
Q3: Do you agree that the product of Videocon bears the latest
technology?
o Yes
o No
Q5: Are you satisfied with the post sales services provided by the dealers?
o Yes
o No
Q6: How prompt is your post sales services after lodging the complaints to
the company? (Rate)
o 1
o 2
o 3
o 4
o 5
46
Q7: Which company do you think has the best after sales service network?
o LG
o Whirlpool
o Videocon
o Samsung
o Other
Q10: What do you think that which of the company will dominate the others
in case of product reliability is concerned?
o LG
o Whirlpool
o Samsung
o Videocon
Q11: What can you say about the Videocon Company’s services?
Q12: According to you rate the after sales service for Videocon Company?
(Rate)
o 1
o 2
o 3
o 4
o 5
47
Q13: Does the replaced parts work efficiently?
o Yes
o No
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RECOMMENDATIONS
Price:
CTV/ LCD. : The prices are little bit higher as per there are some unique features
but it is very difficult to compete with huge giants like LG, Samsung, Voltas etc.
are found tougher sometimes.
Sales Promotion:
Promotion Schemes:
Incentives to the customers should be given to attract them, like a free gift in the
way of credit cards, inter cards, executive watches; membership of executive clubs,
camera, mobile phones, etc. was purchase of television.
The unit wise incentives can be given, like worth of gifts should be increased
depending upon the increase in the number of units purchased. For examples, for
purchase of two air-conditioners a pair of Ray Ban Sun Glasses can be given, for
three or more units, a music system can be given and likewise free foreign tours on
five televisions or more.
The existing actual loyal customers are motivated through promotion schemes, like
if any existing customer helps in bringing a demand of television, he/she can be
awarded by a gift television, being a luxury service based and costly product,
people generally discuss with other television users before buying. Thus their
involvement in buying a brand and the product is very high. This gift will be like
fixed discount in % for buying any Videocon Product once in a year.
49
Advertisement:
Electronic Media has a very effective reach in each and every potential household,
but Videocon is not using this media. Videocon must have very effective and
attractive T.V.
And radio advertisements, so that all the family members can be acquainted with
the special features of Videocon A.C.’s.
This is necessary because the decision of purchasing any high involvement product
has the pre purchase consent of all the family members.
Print Media has a widespread reach to the customers and it makes a good impact
on them when they read advertisements in newspapers and magazines, so there
must be frequent advertisements in magazines and local newspapers on corporate
level.
Combined Ads consisting of names and addresses of all the dealers of Maharashtra
should be given, because people of small towns have a tendency to buy the
television. From bigger towns, in spite the existence of dealer in their own town.
The advertisements should be of bigger size and more attractive with some unique
features. And at least one colorful advertisement must be given in the newspaper
in a month at the time of season.
Contact Building:
Videocon must arrange timely get-together for building contacts with higher
officials of the corporate and government, which will help in developing and
strengthening their brand loyalty towards Videocon.
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CONCLUSION
1. Many customers do not believe that Videocon is using the Rotary Compressor
of such reputed brands like Matsushita, Mitsubishi, Hitachi & Toshiba since it
is not written or printed on the cartoon.
2. Frequency of sales staff of Videocon in Mumbai city is quite satisfactory as
compared to previous years to get more and more market show from MNC’s.
3. Quality of product was appreciated on an average by majority of the
customers and dealers it’s a great mileage among MNC’s.
4. Availability of Product is good. So diversification chances are negligible.
5. Pricing of Flat CRT TV’s is quite competitive but in case of LCD TVs; it is
very good because the competitor prices are quite higher.
6. Attractiveness of Schemes is on an average in Videocon for Customers. No
A.C. ads are there in magazines and very few are there in newspapers at Local
or National level, although Videocon Ads for other products are very frequent
in National or Regional level papers.
7. Demonstration & Product information are on an average in Videocon for
Customers. There are very few or can say no hoardings in Mumbai City, the
absence of which results in less motivation in dealers to rise their a123 sale.
8. Existing product range in Videocon is quite good so the Customers have a
good scope of choice while selecting a particular model with latest features &
aesthetics.
9. The system of Annual Maintenance Contract (AMC) is average in
Videocon.
10. The credit facility is average in Videocon.
11. The company should focus on increasing the sales.
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BIBLIOGRAPHY
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