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A project Report on The Company Profile of

VIDEOCON INDUSTRIES LIMITED

MID II Assignment Submitted

In The Partial Fulfillment of the requirement for
The Degree of Bachelor of Business Administration

Under the guidance of: Submitted by:

Dr. Anil Kumar Kashyap Vaishnavi More, Y18180534
Assistant professor B.B.A 2nd semester

Department of Business Management

Dr. Harisingh Gour University, Sagar, M.P. (470002)
Year 2018-19
23rd Batch

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DECLARATION
Date: ---/---/------

I hereby declare that the project report entitled, “The Company Profile of Videocon”, is my
own work from secondary data sources,under the guidance and supervision of Dr. Anil
Kumar Kashyap, Assistant Professor, Dr. Hari Singh Gour Central University, Sagar M.P. for
the partial fulfillment for the requirement of the degree of bachelor of business
administration. To the best of my knowledge the report does not contain any work which has
been submitted for the award of any other degree of either this university or any other
university.

Signature of the candidate

Vaishnavi More

BBA 2nd Semester, (23rd Batch)

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CERTIFICATE
This project report titled “The Company Profile of Videocon”, has been prepared by
Vaishnavi More, BBA 2nd Semester, under the guidance and supervision of Dr. Anil Kumar
Kashyap, Assistant professor, Department of Business Management for the partial fulfillment
of the degree Bachelor of Business Administration.

Dr. Mrs. Babita Yadav Dr. Anil Kumar Kashyap

Assistant Professor Assistant Professor

Signature of the checker Signature of the supervisior

Mr. Yashwant Singh Thakur

Professor

Signature of the head of the department

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ACKNOWLEDGEMENT

I would like to express my special thanks of gratitude to my teacher Dr. Mrs. Babita Yadav,
who gave me this opportunity to do this project of “Seminar and test paper” on “THE
COMPANY PROFILE OF VIDEOCON”, who also helped us in my project I came to know
more about the company in deep, secondly I would like to thank my guide Dr. Anil Kumar
Kashyap, who guided me throughout the whole assignment. I would also like to thank my
classmates for their kind support and ideas.

Signature of the student

Vaishnavi More

BBA 2nd Semester

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PREFACE

Videocon industries limited, formerly known as Adhigam Trading Private Limited, is an

Indian multinational electronic manufacturing company headquartered in Mumbai, India.

Its products includes consumer durables like washing machines, televisions, air conditioners,
refrigerators, mobilephones, microwaves owens, DVD players, home theaters, Videocon D2h
etc,. Thompson CPT, CRT glass, oil and gas. It is the third largest picture tube manufacturer
in the world.

The main objective of this project study is to know about the company in detail, its
competitors. Videocon Industries limited is an overall strong company that has found strength
and expansion.

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TABLE OF CONTENT
SNO. TITLE PAGE
NO.
1 Declaration 2
2 Certificate 3
3 Acknowledgement 4
4 Preface 5
5 Introduction of Videocon industries limited 8,9
6 History of the company 10-11
7 Company profile 12
8 Vision and mission of the company 13
9 Organizational structure 14
10 Company background 15
11 Location details of Videocon industries 16
12 Board meeting summary 17
13 Products of Videocon 17-18
14 SWOT analysis 19-21
15 PESTEL analysis 22-27
16 Awards and recognitions of Videocon industries 28
17 Corporate social responsibilities of the company 29
18 Market share and growth rate of Videocon 30-31
19 Marketing mix of Videocon 32-34
20 Videocon logo 35
21 Competitors 36-37
22 Global partners 38
23 About vision statement 39
24 Targeting alliances and acquisition 40
25 Challenges and criticisms 40
26 Future prospectus 40
27 Current news for the company 41
28 Types of marketing strategies 42-43
29 Videocon strategies 44
30 Segmentation, targeting and positioning 45-46
31 Distribution channel of the company 47-48
# RESEARCH METHODOLOGY: Objectives of the study 49-50
. Scope of the study 51
. Limitations of the study 51
. Motivation of the study 51

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. Research design 52
. Statistical tools and techniques of the study 52
. Data collection 53
. Primary data 54
. Secondary data 54
. Findings 55
. Suggestions 56
. Conclusions 57
. Bibliography 58

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VIDEOCON INDUSTRIES LIMITED (Videocon)

Videocon Industries Limited is a large diversified Indian company having headquarters in

Mumbai. The group has seventeen manufacturing sites in India and plants in Mainland China,
Poland, Italy, and Mexico. It is the third largest picture tube manufacturer in the world.
Videocon has various brands under its portfolio.

Videocon Operates in four main segments:

 Consumer electronics and home appliances

 Crude oil and natural gas
 Telecommunications
 Power

Videocon is engaged in the manufacturing, assembling, and distribution of range of

consumers product.

Founder- Late Nandlaal Madhavlaal

Dhoot

Founded- 1979, 40 years ago

Industry- Conglomerate

Traded As- BSE: 532129

NSE: VIDEONID

Headquarters- Mumbai, India

Area served- Worldwide

Address- Videocon Industries Limited

171, Mittal Court C- wing Narima, Mumbai

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Products of Videocon: Consumer electronics, home appliances, components, office

automation, mobile phones, wireless internet, petroleum, satellite television power

Subsidiaries of Videocon: Kenstar, Videocon Telecom, Connect Broad- band, Videocon

Consumers electronic and home appliances, Kelvinator India, Electrolux India, Hyundai
Electronics India.

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HISTORY OF THE COMPANY

Company History - Videocon Industries

Videocon Leasing & Industrial Finance Limited was incorporated on 4th September, 1986 as
Adhigam Trading Private Limited. In terms of the necessary resolutions passed under Sec.
21 of the Companies Act, 1956, the name of the Company was changed to Videocon Leasing
& Industrial Finance Limited on 14th February, 1991. The Company received a fresh
certificate of incorporation from the Registrar of Companies, Gujarat at Ahmedabad on 14th
February, 1991. Adhigam Trading Pvt. Ltd. (ATPL) was promoted by Mr Indrakant T.Parikh
and Naishad I. Parikh in September, 1986 as a private limited company and was initially
engaged in the business of trading in paper tubes. In September, 1988 the Company decided
to diversify in thebusiness of lease financing, hire purchase and investment activities. The
Management of the Company underwent a change in the year 1990-91 by way of transfer of
equity shares to the Videocon Group. 1,00,000 Equity Shares of Rs. 10/- each of Adhigam
Trading Private Limited were purchased by the Videocon Group at a premium of Rs. 3/- per
share in April, 1991. The total consideration of Rs. 13 Lakhs was paid by cheques.

THE COMPANY & THE VIDEOCON GROUP

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).

2005 -Videocon acquires entire stake of Electrolux India on July 07, 2005 -Videocon
Industries Ltd has informed that the Company has completed placement of 94,10,145 Global
Depository Receipts (GDRs) at the price of US$ 10 per GDR, aggregating to US$ 94.10
million on Private Placement Basis to AB Electrolux (Publ). Each GDR represents one
underlying equity share of the Company.-Videocon takes over Hyundai Electronics -
Videocon wins exploration rights for Nigeria oil block

2006 -Videocon Industries enters into MoU with GAIL -Videocon Industries launches new
range of washing machines -Videocon signs pact with Oilex for NELP block bids

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2007 - Videocon Industries has bought Planet M, the music and entertainment retail arm of
media house Bennett, Coleman & Co, for Rs 200 crore. -Videocon to set up semiconductor,
LCD complex near Mumbai -BPCL arm, Videocon in agreement to acquire stake in Brazilian
oil firm

2008 -Videocon set to roll out telecom service in India -Videocon mulls major global retail
entry under `VC` brand

2009 -Videocon Industries signed a Letter of Intent with Finnish contract manufacturing
firm Elcoteq aiming at buying stake in the foreign firm where the Company makes gadgets
like mobile phones and set-top boxesfor companies like Sony Ericsson, Philips and Cisco.

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 - Board has recommended dividend of Re. 1/- . - Videocon announces successful
appraisal well Offshore MozambiQue - Videocon announces discover of old and gas in
Brazil.

2012 - Videocon Ind - Private placement of 15,750,000 Global Depositor Receipts

amounting to USD 51.02 million, each representing. Videocon announces New Natural Gas
Discovery Offshore Mozambique. Videocon Ind - New Oil discovery in the deep waters of
Sergipe-Alagoas Basin, Brasil. Videocon Announces Successful Completion of Planned
Appraisal Drilling Program In The Discovery Area Offshore .Videocon raises .02 mn via
private placement of GDRs. The Board has recommended dividend of Rs. 0.50.

2013 -Videocon adds to the resources with successful Appraisal Well in BM-C-30, Campos
Concession, Brazil and has another discovery -Videocon confirms successful formation test
with good quality of oil in Brazil -Videocon announces New Huge Discovery Area Offshore
Mozambique -Videocon to seek shareholder approval for raising funds up to Rs5000 cr
Videocon announces New Huge Discovery Area Offshore

2014 -Sanjeev Bakshi takes charge as new COO of Videocon

2015 - Videocon announces new discovery of oil accumulation in Farfan Area in the
Serqipe Basin, Offshore Braz , announces new oil discovery in Brazil, announces the largest
discovery of petroleum, announces Sale of Spectrum for 2 Circles to Idea.

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COMPANY PROFILE

Founder of Videocon: late Shri. Nandlaal Madhavlaal

Dhoot.

 Videocon founded in 1985, is one of the India’s youngest companies to touch a turnover of Rs.
50 billion.
 Founder- Late Nandlaal Madhavlaal Dhoot
 Sons envisioned Videocon international ltd. (Envisioned*- To visualize, imagine as a future
possibility)
 Competitors- whirlpool, LG, Samsung, and other giants.
 Largest manufacturers of color pictures tube and glass shells forming the backbone of many
color television manufacturers around the world.

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VISION AND MISSION STATEMENT OF VIDEOCON:

To delight and deliver beyond expectation through ingenious strategy, intrepid
entrepreneurship, improved technology, innovative products, insightful marketing and
inspired thinking about the future..

VIDEOCON’S MISSION STATEMENT:

The Videocon group is committed to create a better quality of life for the people and
furthering the interests of society, by being a responsible corporate citizen.

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ORGANIZATIONAL STRUCTURE:

BOARD OF DIRECTORS OF THE COMPANY:

Executives

NAME/TITLE

Venugopal Nandlal Dhoot

Chairman/Mng Dir & CEO

Ashutosh A Gune
Chief Financial Officer

Kaustubha A Sahasrabudhe
Secretary

Board Members

Venugopal Nandlal Dhoot, Chairman/Managing Director & CEO

Subhash S Dayama, Additional Independent Director
Sarita Surve, Additional Director

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COMPANY BACKGROUND AND LOCATION DETAILS

Industry Name Consumer - Electronics
House Name - Videocon Group
Collaborative country name - N.A.
Joint Sector Name- N.A.
Year of Incorporation - 1986
Year of Commercial Production - N.A.

Regd. Office address - 14 K.M. Stone,, Aurangabad -

District Aurangabad District
Maharashtra
Pin Code - 431105
Tel. No. - 02431-251501,02431-251502
Fax No. - 02431-251551
Email : secretarial@videoconmail.com
Internet : http://www.videoconworld.com

Registrars Name - MCS Share Transfer Agent Ltd.

Address - 002, Ground Floor, Kashiram
Jamnadas Bldg, , 5 P D Mello Road, Ghadiyal Godi, Masjid (E),
Mumbai - 400009, Maharashtra

Tel. No. : 022-40206020, 40206021,

Fax No. : 022-40206021
Listing Details - Videocon Industries
Key Dates:
Year Ending Month - Jun
AGM Date (Month) - Dec
Book Closure Date (Month) - Dec

Listing Information:
Face Value of Equity Shares - 10
Market Lot of Equity Shares - 01
BSE Code - 511389
NSE Code - 0
BSE Group - A

Whether The Company Forms A Part Of The Following Indices :

Sensex - No
Nifty - No
BSE-100 - No
BSE-200 - No
S&P CNX 500 - No
CNX Midcap - No
CNX FMCG - No

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Registered Office & Factory 14 K.M. Stone, Aurangabad - Paithan Road, Village: Chittegaon, Tal
Paithan ,Aurangabad District - 431105
Maharashtra - India
Phone : 251501, 251502
Fax : 251551
Email : secretarial@videoconmail.com
Internet : N.A.
Factory/plant Village: Chavaj, Via Society Area,
Bharuch District -
Gujarat - India
Phone : NA
Fax : NA
Email : N.A.
Internet : N .A.
Factory/plant Village Majara, Taluka Warora,
Chandrapur District -
Maharashtra - India
Phone : NA
Fax : NA
Email : N.A.
Internet : N.A.
Factory/plant Plot No. 1D Udyog Vihar Industrial Area
Gautam Budh Nagar -
Uttar Pradesh - India
Phone : NA
Fax : NA
Email : N.A.
Internet : N.A.
Factory/plant Plot No. 28 Khasra No. 293 Industrial Area Selakul, Vikasnagar
Dehradun -
Uttaranchal - India
Phone : NA
Fax : NA
Email : N.A.
Internet : N.A.
Factory/plant Vigyan Nagar Industrial Area, Opp. RIICO Office, Shahjahanpur,
Alwar District -
Rajasthan - India
Phone : NA
Fax : NA
Email : N.A.
Internet : N.A.
Factory/plant A-32, Butibori Industrial Area, Village Rulkhiri, Nagpur.

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Nagpur -
Maharashtra - India
Phone : NA
Fax : NA
Email : N.A.
Internet : N.A.

Board Meetings Summary

The last board meeting of Videocon Industries was held on February 14, 2019 for Quarterly
Results

PRODUCTS OF VIDEOCON
With the Thomoson acquisition Videocon has emerged as one of the largest color 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.

 COLOR PICTURE GLASS TUBE:

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

 VIDEOCON TELECOMMUNICATIONS:
Videocon Telecommunications Limited, is a Videocon group company that offers
GSM mobile services under the brand name Videocon. The services are already up
and running in Punjab (under brand sharing agreement with HFCL Infotel Ltd.),
Gujarat, Haryana, Madhya Pradesh (includes Chattisgarh) and are soon geographical

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operational in Bihar (includes Jharkhand), Uttar Pradesh (East), Uttar Pradesh (West)

Consumer Home Office

Components Internet Petroleum Power
Electronics Appliances Automation

CTV's TV, VCR, and Audio Digital Crude oil Power

Refrigerators ISP
Components Diaries extraction Generation
50000
B&W TV's barrels per
Content and day
Washing Machines PC web
Glass Shells for Color solutions
picture tubes
VCR's
Data
Air Conditioners
Projector
B&W picture tubes
Audio Systems
Dish washers
Power
inverter
Color Monitors Monitors for computers
Microwaves Owens
Digital MP3
Player
Compressors
Mixers and Grinders
Palm top

other electronic
Water purifiers

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SWOT ANALYSIS OF VIDEOCON

Strengths in the SWOT analysis of Videocon

Strengths are defined as what each business does best in its gamut of operations which can
give it an upper hand over its competitors. The following are the strengths of Videocon:

 History: Videocon is backed by a rich history of presence in the electronics segment.

The company was the first to secure a license to make color televisions and in a matter
of ten years, the company diversified into washing machines and air-conditioners.
 Presence in diversified sectors: The company has the presence in a number of sectors
such as home appliances, consumer electronics, digital television, oil & gas, retail,
telecommunication and power. There are also talks of a purchase of Videocon getting
ready to purchase an IPL team in India.
 Steep growth in dtH connections: Though Videocon was one of the last entrants in
the DTH market the company has around 10 million customers which it has secured in
the last four years. The company is currently the market leader in the high definition
categoryin India.
 Good customer connect: The company has extremely good customer connect and the
research on consumer behavior is strong which is helping it to develop products that
are in tune with what the customer wants. This has helped them reinvent themselves
even in trying times and they have even channeled their diversification moves in
accordance with customer feedback.
 Oil & gas exploration: Videocon discovered the oil and gas field in Mozambique and
this has six times more potent than the oil and gas discovery of Reliance and BP in the
Krishna Godavari basin.
 Propensity to take the right risks: The company has always been taking the right
risks and many of these risks have proven to be fruitful for the company in the long
run. Some examples of profitable risks taken by Videocon include the foray into oil &
gas and DTH.

Weaknesses in the SWOT analysis of Videocon

Weaknesses are used to refer to areas where the business or the brand needsimprovement.
Some of the key weaknesses of Videocon are:

 Scaling up of operations: Videocon has operations in various domains and there is

high competition in each of them.In order to be profitable, it may be necessary for the
company to scale up their operations which may be difficult for Videocon in its current
scenario.
 Over-dependence on oil & gas: Videocon is a debt-ridden company and the company
is highly dependent on their oil & gas business to clear off their debts. The company
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has debts to the tune of INR 27,000 crores and the only profitable business currently
for the business is oil & gas.
 Investment in unknown business areas: Videocon diversified into areas like DTH
and insurance and mobile phones which are not part of their core areas of expertise.
Some of these areas involve expensive licenses like telecom for example or financial
services which are proving to be a costly affair.
 High stakes in consumer electronics: Videocon depends on the consumer electronics
division which sells televisions, washing machines, air-conditioners etc and it
contributes to almost 90 percent of their profits. This is a highly competitive sector and
thus the margins are lowering day by day.

Opportunities in the SWOT analysis of Videocon

Opportunities refer to those avenues in the environment that surrounds the business on which
it can capitalize to increase its returns. Some of the opportunities include:

 New segments: There is a lot of focus on new technology areas like artificial
intelligence and machine learning which are going to lead to new segments like
interconnected devices and smart technologies. This can create a lot of new segments
for the company to target in consumer electronics domain.
 Expansion to foreign markets: With IoT, the demand for home appliances will
increase and people will want to invest in smart devices. This can create a surge in
demand for home appliances that are based on smart technologies in a global level.

THREATS
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Threats are those factors in the environment which can be determined to the growth of
the business. Some of the threats include:

1. COMPETITION – the main competitors of Videocon are Sony, Whirlpool,

Samsung etc.
2. ETHICAL ISSUES – In some of their business areas like insurance and telecom
there are lots of challenges in areas like distribution of brandwidth, licensing, etc.
and these are creating serious ethical dilemmas for the company.

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VIDEOCON INDUSTRIES PESTEL / PEST ANALYSIS

WHAT ARE POLITICAL FACTORS IN PESTEL ANALYSIS?

Political factors are often related to the level of intervention and nature of intervention of the
local and national government in the business and economic environment. Government
policies and governance system plays a huge role in nature and objectives of the policies.

Political Factors that Impact Videocon Industries

1. Importance of local governments in India – Unlike in most other countries, local

governments play critical role in policy making and regulations in India. Videocon Industries
has to closely follow the states and territories it has presence in rather than devising nation-
wide policies in India.

2. Governance System – The present governance system in India has served its purpose for
the long time and I don’t think much will change in the process even though it may throw up
leaders that can lead divergent policy making from the historical norm. Videocon Industries
has to keep a close eye on the industry wide government priorities to predict trends.

3. Government Changing policies– Studying the current trends it seems that there can be a
transition of government in India in next election. Videocon Industries has to prepare for this
eventuality as it will lead to change in governance priorities of Consumer Cyclical sector.

4. Political stability in the existing markets – Videocon Industries operates in numerous

countries so it has to make policies each country based on the Audio & Video Equipment
industry specific requirements. Given the recent rise in populism across the world I believe
that India can see similar trends and may lead to greater instability in the India market.

5. Other stakeholders such as non-government organizations, protest & pressure groups,

activist movements play critical role in policy making in India. Videocon Industries should
closely collaborate with these organizations so that it can contribute better to the community
goals as well as with corporate goals.

6. Government resource allocation and time scale – The India new government policies
can improve the investment sentiment in the Consumer Cyclical sector. Given the wider
acceptance of the suggested policies among population, it is safe to assume that the time scale
of these policies will be longer the mandated term of the present India government.

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WHAT ARE ECONOMIC FACTORS?

Economic factors includes – economic performance of countryname, taxation rate, labor

market conditions , inflation rate, exchange rate, the stage of economy of countryname,
consumer disposable income, interest rate etc.

Economic Factors that Impact Videocon Industries

1. Skill level of workforce in India market – The skill level of human resources in India is
moderate to high in the Consumer Cyclical sector. Videocon Industries can leverage it to not
only improve services in India but also can leverage the skilled workforce to create global
opportunities.

2. Increasing liberalization of trade policy of India can help Videocon Industries to invest
further into the regions which are so far offlimits to the firm.

3. Availability of core infrastructure in India – Over the years India government has
increased the investment in developing core infrastructure to facilitate and improve business
environment. Videocon Industries can access the present infrastructure to drive growth in
sectorname sector in India.

4. Inflation rate – The easy liquidity in the market post the great recession of 2018 will lead
to increasing inflation in the India economy.

5. Government intervention in the Consumer Cyclical sector and in particular Audio & Video
Equipment industry can impact the fortunes of the Videocon Industries in the India.

6. Economic Cycles – The performance of Videocon Industries in India is closely correlated

to the economic performance of the India's economy. The growth in last two decades is built
upon increasing globalization and utilizing local resources to cater to global markets.

WHAT ARE SOCIAL FACTORS?

Each society and culture has its own way of doing business. These social factors can not only
help companies like companyname to better understand the way of doing business but also in
understanding the customer preferences in sectorname sector of countryname. Social factors
include – health & safety attitudes, acceptance of entrepreneurial spirit, demographics, gender

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roles, traditions, attitude towards certain products and services, societal roles and norms,
culture, and leisure interests.

Social Factors that Impact Videocon Industries

1. Migration – The broader attitude towards migration is negative in India. This can impact
Videocon Industries ability to bring international leaders and managers to manage operations
in the country.

2. Media outlets play a critical role in influencing the public opinion India. Both traditional
media and social media are rapidly growing in India. Videocon Industries can leverage this
trend to better market and position its products.

3.Gender roles – The gender roles are evolving in India. Videocon Industries can test various
concepts to cater to and support these evolving gender roles in India society.

4. Leisure interests – the customers in the India are giving higher preferences to experiential
products rather than traditional value proposition in Consumer Cyclical sector. Videocon
Industries can leverage this trend to build products that provide enhanced customer
experience.

5. Power structure – There is an increasing trend of income inequality in India. This has
altered the power structure that has been persistent in the society for over last 6-7 decades.

6. Attitude towards health and safety – With increasing liberalization the attitude towards
health and safety are getting lax. Videocon Industries needs to stay away from these attitudes
as the cost of failure is too high in India.

WHAT ARE TECHNOLOGICAL FACTORS IN PESTEL

ANALYSIS ?

Technology is fast disrupting various industries and sectorname is no different. There are
numerous ways technological factors are impacting the companyname & industryname in
countryname. Some of the technological factors are – population access to technology, access
to greater information, supply chain disruption because of technology, nnovation in product
offerings, access to mobile phones driving empowerment, innovation in customer services,
rate of technology driven change etc.
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Technological Factors that Impact Videocon Industries

1. Maturity of technology – The technology in the Audio & Video Equipment sector is still
not reached maturity and most players are vying for new innovations that can enable them to
garner higher market share in India.

2.Technology transfer and licensing issues for Videocon Industries – In the Consumer
Cyclical sector there is no strong culture of technology transfer and companies often are
reluctant to transfer or license technologies for the fear of creating competitors out of
collaborators.

3. Research and development investment at both macro level and micro level in India. If there
is an environment of creative disruption and both government and private players are
spending resources on developing new solutions.

4. Empowerment of supply chain partners – Technology has shortened the product life
cycle and it has enabled suppliers to quickly develop new products. This has put pressure on
Videocon Industries marketing department to keep the suppliers happy by promoting diverse
range of products. It has added to the cost of operations of the Videocon Industries.

5. Latest technology based innovations implemented by competitors of Videocon

Industries – This can provide a good insight into what the competitors are thinking and
where Audio & Video Equipment business model future is.

6. Technological innovation is fast disrupting the supply chain as it is providing greater

access to information to not only supply chain partners but also to wider players in the
Consumer Cyclical industry.

WHAT ARE ENVIRONMENTAL FACTORS IN PESTEL

ANALYSIS?

Over the last decade sustainability and environmental factors are becoming critical for
businesses. Government and pressure groups are fast asking organizations to adhere to
environmental standards. Some of the environmental factors are – laws regulating pollution,
increasing focus on sustainability, safe waste disposal, limiting carbon footprints, insurance
policies, climate change, safe water treatment, safe disposal of hazardous material etc.

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Environmental Factors that Impact Videocon Industries

1. Environmental norms are also altering the priorities of product innovation. In many cases
products are designed based on environmental standards and expectations rather than catering
to traditional value propositions.

2. Extreme weather is also adding to the cost of operations of the Videocon Industries as it
has to invest in making its supply chain more flexible.

3. Waste management especially for units close to the urban cities has taken increasing
importance for players such as Videocon Industries. India government has come up with
strict norms for waste management in the urban areas.

4. Recycling is fast emerging as a norm rather than a good thing to do in India economy.
Videocon Industries has to make plans to adhere to regulations and expectations in the
Consumer Cyclical sector.

5. Renewable technology is also another interesting area for Videocon Industries. It can
leverage the trends in this sector. India is providing subsidies to invest in the renewable
sector.

6. Paris Climate Agreement has put real targets for the national government of India to
adhere to. This can result in greater scrutiny of environmental standards for Videocon
Industries in India.

WHAT ARE LEGAL FACTORS IN PESTEL ANALYSIS ?

Legal plays an important role in the development of Audio & Video Equipment sector in any
economy. Videocon Industries management has to consider following legal factors before
entering international market – time taken to deliver justice, intellectual property rights
protection, biasedness toward home players, data protection laws, system of justice,
discrimination laws, copyrights law etc.

Legal Factors that Impact Videocon Industries

1. Legal protection of intellectual property, patents, copyrights, and other IPR rights in India.
How Videocon Industries will be impacted if there are not enough protection.

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2. Time take for business cases in court – some countries even though follow international
norms but the time for resolution often run in years. Videocon Industries has to carefully
consider average time of specific cases before entering an international market.

3. Environment Laws and guides – The level of environmental laws in the India and what
Videocon Industries needs to do to meet those laws and regulations.

4. Health and safety norms in the India and what Videocon Industries needs to do to meet
those norms and what will be the cost of meeting those norms.

5. Business Laws – The business laws procedure that India follows. Are these norms
consistent with international institutions such as World Trading Organization, European
Union etc.

6. Data protection laws – Over the last decade data protection has emerged as critical part of
not only privacy issues but also intellectual property rights. Videocon Industries has to
consider whether India have a robust mechanism to protect against data breaches or not.

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AWARDS AND RECOGNITION OF VIDEOCON

 According to the Brand Trust Report 2012 published by Trust Research Advisory, a
brand analytics company, Videocon's was positioned 51st among India's most trusted
brands. Subsequently, in Brand Trust Report 2013, Videocon was ranked 25th among the
most trusted brands in India while according to the Brand Trust Report 2014, L&T was
elevated to the 17th position among India's most trusted brands.

 Videocon Industries Limited has been awarded the National Energy Conservation Award
for 2013 in appreciation of its continuous efforts in R&D and product up-gradation by
implying new and innovative energy saving practices resulting to achievement in Energy
Conservation in the category of BEE Star Labelled Appliances (Refrigerator) for strict
adherence to the BEE standards set up by the Bureau of Energy Efficiency.

 Videocon won the 1st prize for best Manufacturers of BEE Star Labeled Appliances, in
the refrigerator category, at the National Energy Conservation Award – 2015. Organized
by the Bureau of Energy Efficiency, the award aims at giving national recognition to
companies who have made significant contributions in creating awareness towards and
production of energy efficient appliances.

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CORPORATE SOCIAL RESPONSIBILITIES OF VIDEOCON:

As a reciprocity to society, Videocon Group is committed to fulfilling its obligations of social

responsibility, as well as genuine community initiatives. These include, among others, a first-
rate academic haven for the high-school education of underprivileged children and a world-
classcardio vascular treatment, charitable hospital at Aurangabad, Maharashtra in India,
specializing in cancer and heart surgery for the benefit of society's marginalized sections.
Videocon organizes regularly Blood Donation Camps at the above charitable hospital.
Videocon's deep-rooted commitment to environment conservation translates into process
improvements that help recycle CRT glass, curb carbon emissions and other pollutants.
Among others, the Group's India glass plant has supported a large-scale initiative like the
plantation of over 200,000 teak trees.

Apart 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 faith. Unity of spirit and purpose is ultimately what builds bridges between diverse
cultures. This is the core belief of Videocon Group that has operations spread over a cross-
cultural milieu worldwide. Videocon supports mass sports for another reason: at the heart of
sports is fair play, a virtue that enjoys exalted status among values cherished by Videocon.

The group's sponsorship of cricketing events across the globe underlies its commitment and
passion for sports as well as its goal to uplift the spirits of a global audience. Videocon has
not forgotten the grassroots either; the Videocon School of Cricket launched in Kolkata under
the guidance of former India captain, SauravGanguly, aims to inspire and train budding
cricketers in the age group of 10 to 17 years to greater heights.

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MARKET SHARE AND GROWTH RATE OF VIDEOCON

VIDEOCON INDUSTRIES LIMITED

Videocon holds 25% market share in consumer goods market in India. It is one of the largest
CPT manufacturers globally, with operations in India, Mexico, and Italy.
Videocon, founded in 1985, is today one of the largest corporate groups in India. It is now
ventured into power and telecom. It is one of the largest manufacturer of color picture tubes
globally. It has close to 25% market share in home appliances segment in India and aims to
double this business in near future. Apart from its core business, the company is aiming to
grow its power and telecom business aggressively through large scale investments.

Videocon industries is primarily engaged in two core business

1. Manufacturing, assembly, marketing and distribution of consumer electronic products
and home appliances.
2. Consumer electronic, home appliances and compressors manufacturing: product
include home entertainment system, microwave owens, color picture tube and liquid
crystal display television, refrigerators, washing machine, air conditioners, small
appliances, glass shells, compressors/motors and other components.

The company has research and development centre located in china, India and Japan.

1. Display industry has its own components: manufacturers color picture tubes at its
facility in Italy, Poland and China.
2. Color picture tube glass: operates manufacturing facilities in India and Poland.

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The company, through its wholly owned subsidiaries and JV’s, is engaged in exploration
activities in oil and gas fields in Brazil, Mozambique, East Timor, Oman, Australia

1. Entry into the telecom business: In march 2010, Videocon telecommunications ltd. A
unit of Videocon industries , launched mobile services based on the global system
mobile platform.
2. Power business: Pipavav energy, the company’s subsidiary, is implementing a thermal
power project in Gujarat with a capacity of 1200 MW; Videocon is also considering
power projects in the other parts of India and evaluating the alternate technologies for
the same.
3. Plans to set up three more thermal power generating units with a combined capacity
of 4800 MW in Maharashtra, Chhattisgarh, and Asansol, with a total investment of
USD6.5bn.
4. The equity share of the company are listed on the Mumbai stock exchange and
national stock exchange of India; the global depository receipts and foreign currency
convertible bonds issued by the company are listed on the Luxembourg stock
exchange and Singapore exchange trading securities respectively.

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MARKETING MIX OF VIDEOCON

Product in the Marketing mix of Videocon

Videocon has nearly one hundred and seventy seven items with five product lines in its kitty
and some of them in relation to various industries are as follows-

 Consumer Electronics – This industry includes Color television, Audio Systems,

VCRs, Black & White television sets and Color Monitors.
 Home Appliances – This section comprises of Water Purifiers, Mixers & Grinders,
Microwave Ovens, Dishwasher, Air Conditioner, Washing Machines and
Refrigerators.
 Components – Compressors, Monitors that are used for computers, Components that
are related to television sets, Audio Systems and VCR, Glass Shells needed for picture
tubes of color television, Picture tubes of black & white television sets and other
electrical components. Videocon has the distinction of coming at the third position in
the manufacturing of picture tubes in the whole world.
 Office Automation – Digital MP3 Player, Power Inverter, Data Projector, Kiddy PC,
Digital Diaries.
 Internet – This includes Web and Content Solutions, ISP.
 Petroleum – This includes Extraction of Crude Oil.
 Retail – In retail industry, Videocon is the owner of three brands namely DigiWorld,
Planet M and Digihome.

Videocon with its subsidiary “Videocon d2h” has taken new steps in Satellite television
industry providing numerous direct satellite services for broadcasting like audio
programing and television related interactive services to Indian residential and commercial
customers. Videocon Telecom, another subsidiary deals in telecommunications
providing GSM related mobile services to the Indian consumers. Besides the products,

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Videocon is pledged to provide better and efficient services to all its customers, as it believes
that services are an important part of a company. It has opened “Model Centers” to provide
services in all branches in major cities like Hyderabad, Ahmadabad, Mumbai and Kolkata.

Place in the Marketing mix of Videocon (Marketing Mix of Videocon)

In India, Videocon has seventeen manufacturing plants and it has manufacturing units in
Mexico, Italy, Poland and China. The company has established an organized
networking channel that will enable it to handle its distribution policies successfully and at
faster pace. It provides one of the largest networking sites for its product sales and service
section.

Warehouses are at strategic locations to ensure quick deliveries of products. Efficient work
managers control the route from the manufacturing plant to the consumer in a systemized
manner to provide maximum results.

Videocon is a firm believer of retail sales and has opened its retail chains Digiworld,
Videocon Plaza and DigiHome all over. Videocon Plaza, with its numerous outlets in all the
important cities, ensures easy availability of Videocon products to the customers. Digiworld
is an outlet that operates as a multi-brand store where products of different brands including
Videocon can be purchased.

Digihome is an extended version of Digiworld chain but on a small-scale basis. Training

Academies are set up by the company to enhance the soft skills and technical aspects of its
engineers. In order to provide efficient and better after-sales services, the company has set
hubs for spare-parts at numerous convenient points.

Price in the Marketing mix of Videocon

As Videocon deals in a wide range of products catering to an even wider section of the
society, it has kept its pricing policies different for its product ranges. For Household items
including durable goods, it has tried for a penetration pricing policy where the prices are
lesser to ensure easy affordability to the consumers.

As the company has gone for a strong penetration policy towards its rural market, it has kept
all the prices at nominal ranges. This is to capture the untapped rural consumers by providing

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better quality goods at low and realistic prices. Videocon has been successful in its endeavor
to provide qualitative products at fair prices.

The consumers have identified themselves with this brand as they realize that value-added
pricing policies of the company has helped them at getting better goods equipped with
latest technology at very minimum price ranges. In its urban market, the company has kept its
prices at a lesser range than its competitors have. The difference is nominal but it ensures a
steady consumer base that generates higher revenues because of higher sales figures.

Promotions in the Marketing mix of Videocon

Videocon has been launching continuously and at regular intervals its new products, to
maintain and gain new consumers. The company has the distinction of launching the 3D sets
of televisions and washing machine with tilt drum facility. The company has hired female
promoters to create and sell its newer range of washing machines as it believes that female
promoters will be able to make the homemakers understand the products better. It has also
announced various schemes to promote its product portfolio.

For instance, if a Videocon LCD Satellite was purchased the customer will be getting an
added benefit of INR 20,000 by receiving two years d2h services free accompanied by a
money back involving scheme. The company has a toll-free number 2-2-2 where quick
responses to all the queries are the normal norm. Videocon has service vans equipped with
spare parts and tools for providing services at strategic points.

The company organizes free camps at regular intervals to understand and solve the consumer
problems. It also provides special offers that involve exchanging new products with the older
ones at minimum prices, discount coupons, discounts on accessories and spare parts, free
services for a limited period and even annual contracts for maintenance. Videocon, in its
brand makeover has come up with a new logo that has “V” engraved to represent a new and
fresh identity.

This is to deal with the changing times by coming up with better and innovative ideas.
Videocon has come up with fresh promotional advertisements shown on every television
channel, radio and billboards. It has Gippy Grewal, a Punjabi singer as its brand ambassador
for Videocon Telecoms whereas actor, Abhishekh Bacchan was the ambassador for Videocon
d2h from whom Parineeti Chopra has taken over. Shahrukh Khan has been the brand
ambassador for Videocon home appliances.

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VIDEOCON LOGO: (Mediama Videocon Logo)

The Videocon Group has embarked upon a massive rebranding exercise in order to position
itself as a ‘younger, fresher, eco-friendly and a ‘with-it’ brand; ahead of its foray into diverse
areas such as DTH and telecom. As a first step towards the revamp, the conglomerate has
unveiled a new logo, designed by Interbrand Singapore. The new ‘V’ is a more fluid version
of the erstwhile logo and comprises two green lava-like shapes. “To communicate the brand’s
new identity, we decided to give life to the two parts of the logo,” explains Ashish
Chakravarty, executive creative director, McCann Erickson Delhi.

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Samsung

Parent Company Samsung Group

Category Consumer Electronics/Mobile Phones

Sector IT & Technology

Tagline/ Slogan The next big thing is here; Everyone's invited; Next is now

USP Samsung is leading electronics company especially mobile phones and TVs

Samsung STP

Segment Mobile Phones and Home Appliances seeking market

Target Group Almost Everyone who wants to buy a phone; also appliances

Positioning Samsung provides best phones and appliances for every need and price range

LG Electronics

Parent Company LG Group

Category Home Appliances

Sector Consumer Electronics

Tagline/ Slogan Life’s Good

Innovative Technologies and Cutting edge Designs; Health (in Indian Consumer
USP Durables Market)

LG Electronics STP

Mobile Communications, Home Entertainment, Home Appliances, Air

Segment Conditioning, and Energy Solutions

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Consumer Durables: Currently mass market, efforts are on to shift to a more

premium segment
Target Group Mobile Phones: Youth/Generation

Positioning Technology that offers you more and sets you free

Whirlpool

Parent Company Whirlpool Corporation

Category Home appliances

Sector Consumer Electronics

Tagline/ Slogan Every Home… Everywhere… with Pride, Passion and Performance

USP Produces energy efficient appliances

Whirlpool STP

Major appliances like dishwashers, microwaves, refrigeration & small

Segment appliances like vacuum cleaners, air treatment products etc

Target Group Middle and upper class segments

Positioning Mid priced in the premium segment

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GLOBAL PARTNERS OF VIDEOCON INDUSTRIES

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A REFLECTION OF CONTINUITY CHANGE

THE END:

“To delight and deliver beyond expectation……...”

THE MEANS:

“….through ingenious strategy…”

“….intrepid entrepreneurship…”

“….improved technology…”

“....innovative products…”

“….insightful marketing…”

“….inspired thinking about the future…”

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TRATEGIC ALLIANCES AND ACQUISITION

 Multibrand strategy- Videocon/akai, 1995
 Electrolux Kelvinator, Videocon merger in 2006
 Videocon: from market leadership to overall brand consolidation
 Package from Airtel, Videocon, Alcatel
 Videocon’s global strategy

CHALLENGES AND CRITICISMS

 Rapid adoption of LCD technologies
 Political risks
 A sharp drop in plasma and LCD prices
 Issue of breaking a new ground in terms of geographies
 The consumer really is not price sensitive today.
 Competition in global CPT market.

FUTURE PROSPECTUS
 Development in the following areas through R&D
o Plasma television
o Multimedia television
o Pure flat television
o Composite home entertainment system
o To work on better features, better quality and improved reliability with
reduced/ low prices.
 Go for new segments and start manufacturing mobile handsets and IT hardware.

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CURRENT NEWS OF VIDEOCON INDUSTRIES

LIMITTED

 Consolidate all 14 group subsidiaries as a single financial entity: Friday

25 january, 2019, The Videocon group is among 40 large defaulters identified by the
Reserve Bank first for insolvency proceedings.
 Money to Videocon for refinancing its loans also against bank policy :
the agency turned its preliminary enquiry registered in December 2017, into an FIR
after it concluded that kochhar had indeed connived with her husband and dhoot.
 Disclosure of voting results AGM (Regulation 44(3) of SEBI (LODR)
Regulations, 2015):
Videocon industries has informed BSE regarding the details of voting results of AGM
under above regulation.

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TYPES OF MARKETING STRATEGIES OF VIDEOCON

 PAID ADVERTISING:
This includes multiple approaches for marketing. It includes traditional approaches like
TVC’S and print media advertising. Also one of the most well known marketing
approaches is internet marketing. It includes various methods like PPC (pay per click) and
paid advertising.

 CAUSE MARKETING:
Cause marketing links the services and products of a company to a social cause or issue.
It is also known as cause related marketing.

 RELATIONSHIP MARKETING:
Basically focused on customer building. Enhancing existing relationship with customers
and customers loyalty.

 UNDERCOVER MARKETING:
This strategy focuses on marketing the product while customers remain unaware of the
marketing strategy. Also known as sleath marketing.

 WORD OF MOUTH:
It totally relies on what impression you leave on people. It is traditionally the most important
type of marketing strategy. Being heard is very important in business world. When you give
quality services to your customers, it is likely that they will promote you.

 INTERNET MARKETING:
It is also known as cloud marketing. It usually happens over the internet. All the marketing
items are shared on the internet and promoted on various platforms via multiple approaches.

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 TRANSACTIONAL MARKETING:
A sale is particularly the most challenging work. Even for the largest retailers, selling is
always tough especially when there are high volume targets. However with the new
marketing strategies, selling isn’t as difficult as it was. In transaction marketing the retailers
encourage customers to buy with shopping coupons, discounts and huge events. It enhances
the chances of sales and motivates the target audience the target audience to buy the
promoted products.

 DIVERSITY MARKETING:
It caters diverse audience by customizing and integrating different ,marketing strategies. It
covers different aspects like cultural, beliefs, attitudes, views, and other specific needs.

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VIDEOCON STRATEGIES: (Videocon Strategies)

 MULTIBRAND STRATEGY: (Multibrand Strategies)

Videocon was the first Indian company to adopt the strategy of multi brands. Apart from its
mid priced brand Videocon , the company now hawks Toshiba, a premium brand , and the
low priced brand Akai and Sansui. The multi branding technology paid off as Videocon
managed to hold on to a combined market share of around 19.6 percent, with LG at 25.9
percent and Samsung at around 13.8 percent. Overall, the shift in the power to trade is
probably one of the defining developments. It is important since the TV companies
themselves have taken it seriously and embarked on crafting long term strategies to
accommodate this development. The effectiveness of their strategies and the responses of the
other players promise to deliver a few more years of enterprising developments in the Indian
TV market.

 BACKWARD INTEGRATION: (Backward segmentation)

Videocon integrated backwards by getting into manufacturer of components such as electron
guns, metal parts and deflection yokes for CTV’s and compressors, and electric motor and
plastic components for household appliances such as washing machines, refrigerators and air
conditioners . the group integrated further to get into the manufacture of glass panels and
funnels, the key component for the manufacture of color picture tube , “Videocon enjoys a
unique synergy in the global CTV business from glass to CRT. Together with other
components for households appliances. This high degree of backward integration bestows
upon the company a unique benefit over the competition

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SEGMENTATION, TARGETING AND POSITIONING

 SEGMENTATION

1. GEOGRAPHIC SEGMENTATIOIN (Geographic Segmentation)

In the colder regions sale of refrigerators is much less, therefore geographic conditions play a
very vital role in product segmentation. Similarly other products are influenced by the
climatic conditions, different locations and regions.

2. DEMOGRAPHIC SEGMENTATION

This part of segmentation is done on the basis of age, gender, income, family, etc. For
example the sale of LCD and LED depends upon the income of the customers also sale of air
conditioners also depends upon the purchasing power of the customers.

3. BEHAVIORAL SEGMENTATION

It totally depends upon the usage rate of the customer and the loyalty of the customer towards
the company. For example washing machine shows the best example for the customer loyalty
towards the Videocon.

4. PSYCHOGRAPHIC SEGMENTATION

In this segment luxurious goods, personality and lifestyle of the customer affects totally
goods like air conditioners and plasma panels, home theaters are segmented.

 TARGETING

o Youth
o Women and senior citizens
o Low income masses
o People with disposable income

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In premium segments like television and air conditioner the growth in the sales has been
many times the industry growth. More importantly , high end product sales are no longer
restricted to metros. Consumer in tire 2 cities seems to be as evolved in lifestyle needs. The
consumer profile too, has changed. Higher disposable incomes, greater aspirations and
younger demographic have increased demands for the technologies and Videocon is targeting
these segments.

 POSITIONING

Once the competitive frame of reference for positioning has been fixed by defining the
customer target market and nature of competition, marketers can define the appropriate points
of difference and points of parity associations. Point of parity are association that are not
necessarily unique to the brand but may in fact be shared with other brands. They represent
necessary but not necessarily sufficient conditions for brand choice . Videocon’s points of
parity are good quality picture and good sound . points of difference are attributes or benefits
consumers strongly associates with a brand, positively evaluate, and believe that they could
not find to the same extent with a competitive brand. Videocon’s POD is the quality product
with low cost. With the strong backward integration Videocon can provide the products with
low cost. Thus, Videocon is positioned itself as a reliable and value for money product.

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DISTRIBUTION CHANNELS IN THE INDUSTRY (Videocon

groups)

The Refrigerator companies in the industry use different distribution channels to reach the
customer. These are as follows.

1. In this type of channel the company uses its sales representatives to deal with the
dealers directly. The dealers place the order through sales representatives who visit
them periodically, and the products are delivered directly from the company.

COMPANY

DEALER

CUSTOMERS

2. In this channel of distribution the company appoints distributors on the basis of

district/population/no. of dealers to be handled by one distributor. The area of
operation and its potential is also taken into consideration .
Some of the companies make the distributor totally responsible from appointing the
dealers to provide after sales services.

COMPANY

DISTRIBUTOR

DEALER

CUSTOMER

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3. In this channel of distribution the company appoints distributors as well as direct

dealers. The company appoints distributors to deal with small dealers who orders
small quantities. With the dealers who have good potential and sales the company
deals directly . the Korean multinational follow this channel where they appoint
distributors for upcountry towns and direct dealers for big cities and major towns eg.
Ahmedabad.

4. In this channel the company appoints a C&F agent who acts on behalf of the
company. The C&F agent is totally responsible for appointment of distributors and
direct dealer. He sells both the distributer and the direct dealer at the same rate.

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RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY

INTRODUCTION

Research methodology is a way to systematically solve the research problem. It guides the
researcher to do the research scientifically. It contains the different steps that are generally
adopted by a researcher to study his research along with the logic behind them. Data become
information only when a proper methodology is adopted. The research methodology includes
the logic behind the methods which we use in the content of our research study.

The target respondents of the survey are the customers of sagar between the age group 18 and
above the being quality of the survey is the focal point the primary data will be collected
through in depth interview technique with the aid of the structured questionnaire. The choice
of this technique was based on the assumption that the responses are relatively true. It is
believed that this technique substantially helps to gather information regarding the marketing
strategies of Videocon.

A research process consists of stages that guides the project from its conception through the
final analysis and recommendation and ultimate actions. The research process provides a
systematic planned approach to research project and ensure that aspects of the research
project are consistent with each other.

Research study evolve through series of steps, each representing the answer to a key
question.

This aims to understand the research methodology establishing a framework of evaluation

and revaluation of primary and secondary research. The techniques and concepts used during
primary research in order to arrive at findings, which are also dealt with and lead to a logical
deduction towards the analysis and results.

OBJECTIVES OF THE STUDY

1) To know the marketing strategies of Videocon

2) To know the market position Videocon
3) To know the influence of brand endorsers of the customers
4) To study the implementation of the 4p’s of Videocon.

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SCOPE OF THE STUDY

The study entitled “marketing strategies of Videocon” , development of approach for reform
and review of recruitment and selection practices including development of improvement and
innovation in systems, processes, and related education.

Delivery of changes to policy and practice including attention to the unique aspects of
academic, specialist and senior recruitment, change management and client education,
through a rolling implementation of new online and people centric processes.

Close work with clients and services/technology provider to develop, pilot and test
innovations and improvements. Conduct and reporting of interim and post implementation
reviews of the benefits achieved by the policy and practice reforms.

LIMITATIONS OF THE STUDY

1) Some respondents were hesitating to give true responses.

2) The data collection has been done from a limited geographical area.
3) Because of acute shortage of time and geographical restrictions, no probability
sampling techniques has been used.
4) The inferences only apply on the respondents of sagar city only and not applicable to
any other place and can not be generalized..

MOTIVATION OF THE STUDY

In the study in always observed the things in learning way and always do them for that
purpose I always ready to learn new things. I have analyzed marketing strategies of
Videocon.

In this regard, as a part of my curricular, I was motivated to study about marketing strategies
of Videocon and implementation of marketing mix of Videocon.

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The motivation to study arised in my mind because the value and importance of customer in
the modern digital system of India as digital system has more emphasis on country’s growth
to achieve title of developed nation. So this study has demand of time.

RESEARCH DESIGN

6the research design of this study is descriptive. The study is concerned about marketing
strategies of Videocon. In a descriptive study, the methods and tools are suitable for
researches without much experience.

But it needs careful planning to obtain complete and accurate information consideration of
economy and protection against bias.

STASTICAL TOOLS AND TECHNIQUES OF STUDY

The data was collected with the help of an questionnaire. The questionnaire was prepared
after considerable and deep understanding of the research problem, discussion with the
experience and knowledgeable persons, systematic study of pertinent literature, reflection and
imaginative “role taking” and at the same time keeping in mind the measuring and analyzing
of data.

The tentatively formulated questionnaire was pretested to detect the shortcomings. Changes
were made accordingly. The questionnaire is divided into two sections:

SECTION A: Demographic profiles of respondents

SECTION B: question for detailed information (please mark whether you agree or disagree
with the following statements based on how you feel.)

This enables measurement and analysis easier. It was a structured questionnaire. All of the
questions were agree and disagree questions the respondents were encouraged to freely
express themselves

Though analysis is difficult, these responses gave deep insights to the problem. By these
questions, more information was provided.

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SAMPLING METHOD

The sampling method is the way the sample units are to be selected. In order to achieve the
objectives of research of the following sampling method:

# RANDOM SAMPLING: it is that method of sampling in which each and every item of the
universe has equal chance of being selected in the sample.

A. SAMPLE SIZE

The population refers to the customers of sagar. The sample in this study is selected on the
random sampling basis method. The sample size is 30 in total.

B. SAMPLE UNIT

It is the basic unit containing the elements of population to be sampled. In this study the
sample unit is the random consumers who have purchased the products of selected company.

C. SAMPLE FRAME

A sample frame is a means of representing the elements of population. A sampling frame can
be telephone directory, city directory, listing of customers etc.

DATA COLLECTION METHOD

Data collection took place with the help of filling up of questionnaire. The questionnaire
method has come to the more widely used and economic means of data collection. The
common factor on all varieties of the questionnaire method is the reliance on verbal responses
to the questions, written to oral.

I found it essential to make sure the questionnaire was easy to read and understandable to all
the spectrums of people in the sample. It was also important as researcher to respect the
sample time and energy hence the questionnaire was designed in such a way that its
administration would not exceed 4 to 5 minutes.

To collect the first hand information primary data was also collected by direct interaction
with the people. The data was collected by the interaction with the respondents who filled the
questionnaire and provided me with the necessary information.

The study conducted on the marketing strategies of Videocon. Basically , there are two types
of data collection methods which we implemented in this project.

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PRIMARY DATA

New data gathered to help solve the problem at hand. As compared to secondary data which
is previously gathered data. An example is information gathered by questionnaire, qualitative
or quantitative data that are newly collected in the course of research consist of original
information that comes from people and includes information gathered from surveys, focus
groups, independent observations and test results.

Data collected by the researcher in the act of conducting research. This is contrasted to
secondary data, which entails the use of data gathered by someone other than the researcher
information that is obtained directly from first hand sources by means of surveys,
observations and experiments.

For the purpose of this project work primary data is collected by getting questionnaires filled
by the respondents.

SECONDARY DATA

Information that already exists somewhere, have been collected for another purpose. Sources
includes census reports, trade publications, and subscription services. There are two types of
secondary data: internal and external. Information compiled outside the organization for some
purpose other than the current investigation researching information which has already been
published. Market information compiled for the purpose other than the current research
effort. It can be internal data, such as existing sales tracking information records or it can be
research conducted by someone else, such as market research company or government. For
the purpose of this project work secondary data is collected by books and websites.

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FINDINGS

o It has been found that the majority of the customer are aware about the products of
Videocon.
o Majority of the customers have television of Videocon , refrigerators, washing
machines, air conditioners and other products of Videocon, hence television of
Videocon is more popular among consumers.
o Mostly the families have great influences on customer while purchasing products of
Videocon.
o Majority of customers agree that they prefer Videocon products because of its quality
and durability.
o Videocon products/services portfolio is not upto customer satisfaction.
o Videocon products are affordable and customer gets offer or discounts while
purchasing Videocon products.
o Most of the customers agree that company is able to give location benefits to its
customers and focusing on proper channel mix for distributions of the products.
o The segments of Videocon are easily accessible and are profitable.

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SUGGESTIONS

o In near future, strategy of the company shall continue to focus on all the areas
mentioned earlier and also aims to offer new technology and processes to provide
better products at affordable prices to the customers.
o One needs to take strategic initiatives in the short run to achieve the desired
positioning in future. One has to foresee the ‘tomorrow’
o They should focus more on customer support services.
o They should focus on creating brand value of their products among customers.
o Brand building will be important, so as to ensure brand preference. Marketers will
have to strategize to pull the consumer up the value escalator.

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CONCLUSIONS

o To advertise the Videocon with good and strong message.

o To introduce the product in simple and proper communication.
o To focus on modern monetary and branding in shop and out shop.
o Videocon will focus on expanding their segments on the women customers.
o To become cheaper product, Videocon should increase the level of technologies and
minimizing the pricing gap in respect of market, to avail the premium quality
products.
o To increase the branding of Videocon, the [proper merchandising has applied by
Videocon retail stores.
o To focus on the premium market customers.

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Bibliography
Backward segmentation. (n.d.). Retrieved from
http://www.acrwebsite.org/volumes/12003/volumes/sv02/SV-02.

Geographic Segmentation. (n.d.). Retrieved from https://www.marketingtutor.net/geographic-

segmentation-definition-examples/.

Marketing Mix of Videocon. (n.d.). Retrieved from https://www.marketing91.com/marketing-mix-

videocon/.

Mediama Videocon Logo. (n.d.). Retrieved from https://www.medianama.com/2012/08/223-

videocon-to-launch-ddb-enabled-led-tvs-why-keep-things-under-cover/videocon-logo/.

Multibrand Strategies. (n.d.). Retrieved from

http://www.icmrindia.org/casestudies/catalogue/Marketing/MKTG116.htm.

Videocon. (n.d.). Retrieved from http://www.videconworld.com/.

Videocon groups. (n.d.). Retrieved from https://en.wikipedia.org/wiki/Videocon_Group.

Videocon Strategies. (n.d.). Retrieved from https://www.slideshare.net/jasleensethi5/videocon-

project.

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