A                       PROJECT REPORT                               ON“Comparison of Videocon Air Conditioners With other...
2
CERTIFICATEThis is to certify that the Summer Training Report“Comparison of Videocon Air Conditioners Withother Competitiv...
ACKNOWLEDGEMENTIt is indeed of great moment of pleasure to express my senses of per found gratitude &indebtness to all the...
EXECUTIVE SUMMARYVideocon is a well known company. It is a Indian company which always focused onmaintaining the highest i...
Table of ContentsS.No. PARTICULAR                                  PAGE NO.  1   Introduction to the Company              ...
Introduction to the companyVideocon is the very popular and very reliable company in consumer durable sector. It wasestabl...
Group Profile      8
Values & PhilosophyShri Nandlal Madhavlal Dhoot, the founder of the Videocon Group, completed his education inAhmednagar a...
Vision & MissionVideocon’s mission: a reflection of continuity and changeVideocon’s mission expression has been crafted to...
“…intrepid entrepreneurship…”: the meansAn enterprise with the odds stacked against it makes great business sense. This is...
company has perfected its practice almost into an art form with some calculated gambles like oiland gas proving to be abso...
CEO Profile                                       Personal ProfileName                 Venugopal Nandlal DhootAddress - Of...
Board Of Directors    Mr. Venugopal N Dhoot    Mr. Pradeepkumar N Dhoot    Mr. K C Srivastava    Mr. Kuldeep Kumar Drabu  ...
R&DThe company gives utmost importance to the R & D activities, which are carried out, at in-houseR & D center. The compan...
Manufacturing of components for consumer Electronics Products.       Multimedia TV.       Plasma Televisions.       Launch...
Future PlansTo strengthen and maintain & its leadership status, the Videocon group has clearly charted out itscourse for t...
Consumer DurablesConsumer Durables by Videocon have a very eminent position in Indian market and has thelargest sale and s...
LCD:-Plasma:-DVD player:-               19
Multi-media Speakers:-Refrigerator:-                         20
Washing Machine:-Microwave Ovens:-                    21
Air conditioner:-                    22
Various brands which are takeover by VideoconSansui – Sansui is very famous in color TVs and DVD player etc. it has very g...
Achievements of VideoconMr. P.N.Dhoot, President of Videocon Group, awarded "MAN OF ELECTRONICS" 2005.CNBC AWAAZ has award...
Introduction to the project                                       Project Title       Comparison of Videocon Air Condition...
Objective of researchThe main objective of the research is to find out that what the condition of Videocon‟s service inthe...
DATA ANALYSIS METHOD(PROJECT RESEARCH TYPE)The project research type is DESCRIPTIVE RESEARCH TYPE in which I know what I h...
Secondary dataSecondary data is the information which already exists. Secondary dataCollected from journals, magazines, bo...
PLAN ANALYSISThe data collected have been numbered and tabulated for the purpose of analysis. Percentage hasbeen calculate...
DATA ANALYSISTotal sample size which I have taken, is 50 dealers in Jaipur. In which 29 dealers are dealing inVideocon and...
1. Which brand of air condition is most selling in your shop?             LG       SAMSUNG      VIDEOCON VOLTAS           ...
2. Which company provides you better promotional scheme?  LG     SAMSUNG VIDEOCON VOLTAS 22 %      17 %     56 %    5%  60...
3. What company provides you more for the advertisement of air condition?PAMPHLETS HOARDINGS DANGLERS OTHERS          56 %...
4. Which type of air condition is mostly preferred by the customer? SPLIT-AC    WINDOW-AC      TOWER-AC      CASSETTE-AC  ...
5. In future if you will sell the air condition then which brand you will prefer?   LG       SAMSUNG VIDEOCON VOLTAS  40 %...
6. Plz Rate.S.NO. FEATURES  BRANDS       LG          SAMSUNG      VIDEOCON        VOLTAS  1 BRAND IMAGE  2      PRODUCT QU...
PRODUCT QUALITY   LG    SAMSUNG VIDEOCON VOLTAS  35 %     14 %     21 %   30 %  40  35  30  25  20                        ...
PRICE   LG    SAMSUNG VIDEOCON VOLTAS  31 %     17 %     6%     46 %  50  45  40  35  30  25                              ...
PRODUCT RANGE   LG    SAMSUNG VIDEOCON   VOLTAS  39 %     21 %     12 %     28 %  45  40  35  30  25  20                  ...
7. Which brand of air condition is firstly preferred by the customers & why?   LG     SAMSUNG VIDEOCON        VOLTAS  26 %...
8. Which distributer of air condition provides you better service?   LG       SAMSUNG VIDEOCON      VOLTAS  37 %        26...
9. Do you get quickly informed about the new schemes?   YES           NO  95 %           5%           100            90   ...
10. Customer schemes help in increase the sale of product?   YES           NO  98 %           2%           120           1...
11. Any customer schemes currently run by different brands?BRAND                                                          ...
CONCLUSIONFrom above Literature review and findings we can say that Videocon needs to redesign itsmarketing strategies and...
SuggestionsAfter studying the various parameters of Videocon AC, we have found out that the sales of theproduct is decreas...
Annexure      1. Which brand of air condition is most selling in your shop?          (a) LG                         (     ...
7. Which brand of air condition is firstly preferred by the customers & why?  (a) LG                        (       )     ...
BIBLIOGRAPHY1) www.videoconworld.com2) www.google.co.in3) C.R. Kothari, Research Methodology4) Philip Kotler, “Marketing M...
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18187256 comparison-of-videocon-air-conditioners-with-other-competitive-companies

  1. 1. A PROJECT REPORT ON“Comparison of Videocon Air Conditioners With other Competitive Companies” In partial fulfillment in award of PGDM TWO YEAR FULL TIME PROGRAMME Under the guidance of Faculty Guide Company Guide Mrs. RUBINA SAJID Mr. VISHAL MAHAJAN Faculty-Management Marketing manager MAISM VIDEOCON Submitted by AMANDEEP SINGH PGDM 3rd SEM (2008-2010) Maharishi Arvind Institute of Science & Management Ambabari Circle, Ambabari, Jaipur-302 023 INDIA. Tel: +91-141-2335487, 2234216 Telefax: +91-141-2335120 E-mail: maism@datainfosys.net , maism@maism.com 1
  2. 2. 2
  3. 3. CERTIFICATEThis is to certify that the Summer Training Report“Comparison of Videocon Air Conditioners Withother Competitive Companies” at VIDEOCON” is a bonafide work carried out byAmandeep Singh in the partial fulfillment of requirement for the award of Post Graduate Diploma InManagement(PGDM) course approved by All India Technical Education ministry(AICTE) Ministry ofof HRD,Government of India,New Delhi.To the best of my knowledge & belief this work, is not submitted /published elsewhere for any degreeor diploma examination. MRS.RUBINA SAJID (FACULTY GUIDE) 3
  4. 4. ACKNOWLEDGEMENTIt is indeed of great moment of pleasure to express my senses of per found gratitude &indebtness to all the people who have been instrumental in making my tanning a rich experience.I got an opportunity to get a project in Videocon industries limited. For this, I would like to thankMr. Vijay Pareek (commercial head) who talked to the concerned person and without whoman internship with the company would not have been possible. I express my gratitude to Mr.Vishal Mahajan (marketing manager), my company guide and my faculty guide Mrs. RubinaSajid for giving me an opportunity to work and make the best out of my internship.I thank to Mr. Sanjay Bhatnagar (branch manager) and Deepak Solanki (brand manager)for their full support to me and constantly guided and supported me throughout the trainingperiod. My heartfelt gratitude also goes out to the staff and employees at Videocon industrieslimited for having co-operated with me and guided me throughout the training period. I thankmy college, Maharishi Arvind Institute Of Science and Management for having given methis opportunity to put to practice, the theoretical knowledge that I imparted from the program. 4
  5. 5. EXECUTIVE SUMMARYVideocon is a well known company. It is a Indian company which always focused onmaintaining the highest international standards of excellence through quality, technology andinnovation. For over a decade now, Videocon has been bringing the latest and very best inConsumer Electronics and Home Appliances. Successfully adapting the best of internationaltechnology to suit Indian needs, and crafting it to improve the quality of life – as million ofsatisfied customers will agree. This tells the success story of Videocon. Sustainability is at thecenter of Videocon‟s‟ strategy. Being a great company Videocon always tried to improve peoplelives through its products but many a times due to changing environment or customer‟s mind theproduct doesn‟t goes so well as expected.The main objective of the research is to find out that what the condition of Videocon‟s service inthe market and know that how consumers and dealers are satisfied with the services which areprovided to them. And other objective is to analyze current scenario of the market in consumer durablesector. And analyze that who is the main competitors of Videocon and what is the currentposition of Videocon Air Condition in the market.For these objectives I have conducted a survey of dealers in Jaipur city. I have taken Sample sizeof 50 dealers. 5
  6. 6. Table of ContentsS.No. PARTICULAR PAGE NO. 1 Introduction to the Company 7-24 2 Introduction to Project Title 25 3 Project Profile 26  Title of the study  Objective of the study  Scope and Significance of the study  Research Methodology 4 Data and Data analysis 30-44 5 Conclusions and Suggestions 45-46 6 Annexure 47-48 7 Bibliography 49 6
  7. 7. Introduction to the companyVideocon is the very popular and very reliable company in consumer durable sector. It wasestablished in 1987 by late Mr. Nandlal madhavlal dhoot. In those time it entered in the marketwith color and B/W Televisions and Washing Machines. The year 1989-1990 saw the advent ofHome Entertainment Systems, Electric Motors and AC. Refrigerators and Coolers by Videoconcame in the year 1991. In 1995 Videocon entered into the manufacturing of Glass Shells for CRTand in 1996 came with Kitchen Appliances and Crude Oil. In 1998 Videocon ventured intoCompressors and Compressor Motors. It took over Philips Color TV plant in 2000 and 3 plantsof Electrolux India in 2005. In the same year Videocon acquired Thompson CPT. We can getcompete information by going through companys profile. COMPANY HISTORYIt is an ISO 9002 certified for quality. 7
  8. 8. Group Profile 8
  9. 9. Values & PhilosophyShri Nandlal Madhavlal Dhoot, the founder of the Videocon Group, completed his education inAhmednagar and Pune. He was a successful sugarcane and cotton cultivator. As a next logicalstep to vertical integration, he boldly took upon an entrepreneurial venture by importingmachinery from Europe to set up the Gangapur Sakhar Karkhana (Sugar Mill) in 1955. Thosewere the times when the village did not even have electricity. Thus was unleashed an IndustrialRevolution.The die was cast. Over the years, Nandlaljis path-breaking attitude found expression in a myriadways, earning him the well-deserved reputation of the pioneer of industrial activity inMarathwada India.In early 80s Nandlalji initiated his three sons - Venugopal, Rajkumar and Pradeep into business.Through a technical tie up with Toshiba Corporation of Japan, he launched Indias first world-class color Television: Videocon. Today, Videocon is household name across the nation- IndiasNo. 1 brand of Consumer Electronics & Home Appliances, trusted by over 50 million people toimprove their quality of life. 9
  10. 10. Vision & MissionVideocon’s mission: a reflection of continuity and changeVideocon’s mission expression has been crafted to envelope both extant and emergingrealities:“To delight and deliver beyond expectation through ingenious strategy, intrepidentrepreneurship, improved technology, innovative products, insightful marketing and inspiredthinking about the future.”A breakdown of the statement above reveals a „means and end‟ approach, where the end isarticulated at the beginning with the means linked to it.“To delight and deliver beyond expectation…”: the endThis segment not only underlines the importance of the ultimate goal - customer satisfaction(„delight‟) and ultimate target - the customer, but also of intermediate processes and principals,which have contributed to building a robust, dependable Videocon value chain („deliver‟). As aresult of its focus on developing loyal customers and reliable associates, Videocon is able toexceed expectations.“…through ingenious strategy…”: the meansIn the cutthroat world of today, it is only by taking recourse to advance planning and strategythat a business can hope to survive. Although textbook strategy has its uses, reproducing it inverbatim for the real world would be foolish because of the absence of textbook conditions.Thus, there is a need for a bounded rationality, a spontaneity and improvisation that is flexibleenough for scenarios both imaginable and unimaginable. Videocon‟s ingenious manoeuvres areactually flexi-strategy that abstracts from shifting ground conditions and decides game-plans, orsometimes changes the rules of the game. 10
  11. 11. “…intrepid entrepreneurship…”: the meansAn enterprise with the odds stacked against it makes great business sense. This is because higherthe obstacles, lower the number of players likely to be active in that field - thus, fetchingextraordinary returns. The only requirement is a bold and confident attitude willing to brave theodds. Videocon‟s foray into oil and gas is a bold and intrepid endeavour that arises fromimmense faith on the surefooted competence of the company‟s in-house managerial talent.“…improved technology…”: the meansTechnology is no more a premium input; it has become the bare minimum in recent years. Rapidadvances have only fuelled this phenomenon. Videocon is extremely vigilant in shunting outdated technology and replacing it with the best-in-class offers of the times.“…innovative products…”: the meansProduct development, innovation and customisation are the tools Videocon uses to stay ahead ofthe competition. This is because a continuous stream of innovative products excites the marketand enhances brand recall. A strategy that Videocon banks on a lot, especially on the domesticfront.“…insightful marketing…”: the meansThe market share battle scene has long shifted from technology and processes to the psyche ofthe customer. This means that those with deeper insights into the elusive mind of the buyer arelikely to dominate. Videocon is reinforcing marketing strengths to read better the pulse of themarket and help create products that map perfectly into customer preferences.“…inspired thinking about the future.”: the meansThe future is unpredictable, but not doing anything about it is fraught with grave risk. Videoconextrapolates future trends on the basis of current changes in technology and preferences as wellas sheer gut feel. Fine-tuned business instincts are worth their weight in gold, lots of it. The 11
  12. 12. company has perfected its practice almost into an art form with some calculated gambles like oiland gas proving to be absolute money-spinners. 12
  13. 13. CEO Profile Personal ProfileName Venugopal Nandlal DhootAddress - Office Videocon Industries Ltd. Fort House, 2nd Floor 221, Dr. D. N. Road Mumbai 400 001 Tel: 091-22-66113500 Fax: 091-22-66551985 vnd@videoconmail.com Married to Rama, having one sonMarital status & one daughterDate of birth 30.09.1951Qualifications B.E. (Electricals), FIE. Schooling at Firodiya High School, Ahmednagar College – Pune Engineering College, Pune Flute recital & discourse onHobbies/Interest Bhagwad-Gita Chairman & Managing DirectorPresent Position Videocon Group The Associated Chambers ofPresident Commerce and Industry of India (ASSOCHAM)Other Achievements a) President – Electronic Industries Association of Marathwada b) Member of Advisory Committee of "Poona University Information Employment & Guidance. c) Adviser to Govt. of Orissa for Industrial Development of Orissa d) Younger brother Shri Rajkumar Dhoot Member of Parliament 13
  14. 14. Board Of Directors Mr. Venugopal N Dhoot Mr. Pradeepkumar N Dhoot Mr. K C Srivastava Mr. Kuldeep Kumar Drabu Mr. Satyapal Talwar Mr. S Padmanabhan Maj. Gen. S C N Jatar Mr. Arun L Bongirwar Mr. Didier Trutt (Nominee - Thomson S.A) Mr. Johan G Fant (Nominee - AB Electrolux (Publ) ) Mr. B Ravindranath (Nominee - IDBI Limited) Mr. Ajay Saraf (Nominee - ICICI Bank Limited) 14
  15. 15. R&DThe company gives utmost importance to the R & D activities, which are carried out, at in-houseR & D center. The company carries on new innovations in product development, cost reduction,quality improvement, process implementations, process controls.1) Specific areas in which R & D is carried out by the companyDuring the year, the company has carried out Research and Development in the following areas. Home theaters - High-end models and HTIB Models. Larger Screen Television i.e. 32 inch and 38inch. True Flat Televisions Plasma Televisions Cosmetic design and new out look to the TVs Manufacturing of components for CTV, Refrigerators and Air conditioners. Efforts to reduce power consumption of all its final products.2) Benefits derived as a result of the above R& D.The company has derived the following benefits as a result of the Research and Development: Development of new design in product and launch of various new models. Able to compete with the foreign players in the Indian Markets by cost reductions and offering innovation features and to maintain market leadership in Television under Videocon umbrella. Increase in Productivity. Reduction in power consumption of some of the products.3) Future Plans of actionIn the coming days company is aiming to achieve development in the following areas throughResearch & Development: 15
  16. 16. Manufacturing of components for consumer Electronics Products. Multimedia TV. Plasma Televisions. Launching of New Brands & Sub-brands under Videocon umbrella. Composite Home Entertainment system with internet adaptability. To work on better features, better quality & improved reliability with reduced/low prices.Your company always attempts to use the latest and advanced technology in production process.Keeping pace with the technological developments, the company keeps on adding sophisticatedequipments with focus on automation to minimize manual intervention in the manufacturingprocess thereby ensuring quality of the final products. 16
  17. 17. Future PlansTo strengthen and maintain & its leadership status, the Videocon group has clearly charted out itscourse for the future. Aggressive development is in full swing at the R & D Centres to bring out state-of-the-art technologies including True Flat, Slim, Extra Slim, Plasma & LCDs, at the earliest.Cost rationalization processes - are in various stages - including rationalizing factories in Europe,increasing automation and improvement of efficiency in China, accessing flass shells from India for international CPT facilities and a lot more - are in various stages of implementation.Internationally all existing client relationships are being strengthened. The cost competitiveness and increase in capacity in Mexico and Polland has opened up big opportunities in the OEM business. Last but not the least, in the domestic market consolidation with multiple brands paves the way for an unassailable lead in the market. In the Oil & Gas business, having all the basic operator capabilities of a prospecting entity, the group is looking to add more explorations and production depth as also oil bearing assets. The group will also get into gas distribution in India siginificantly.At present Videocon deals in four sectors:  Consumer Durables  Thompson CPT (Color Picture Tube)  CRT Glass  Oil and Gas 17
  18. 18. Consumer DurablesConsumer Durables by Videocon have a very eminent position in Indian market and has thelargest sale and service market in India. They have an in-house manufacturing units in India. InConsumer Durables VIDEOCON has major part in Indian market. Today, Videocon is householdname across the nation- Indias No. 1 brand of Consumer Electronics & Home Appliances,trusted by over 50 million people to improve their quality of life. It is manufacturing goods withprice range and brands. There are number of products manufactured by Videocon which asfollows:-Color television:- 18
  19. 19. LCD:-Plasma:-DVD player:- 19
  20. 20. Multi-media Speakers:-Refrigerator:- 20
  21. 21. Washing Machine:-Microwave Ovens:- 21
  22. 22. Air conditioner:- 22
  23. 23. Various brands which are takeover by VideoconSansui – Sansui is very famous in color TVs and DVD player etc. it has very good share inurban and rural market.Electrolux – Electrolux is also well known brand in refrigerators.Akai – akai has a very huge market share in rural market. Because its price is very low andquality is very good.Kelvinator – kelvinator is also very popular in home appliances and other equipments.Kenstar – Kenstar is one of the major brands in coolers and it is very good image in market. 23
  24. 24. Achievements of VideoconMr. P.N.Dhoot, President of Videocon Group, awarded "MAN OF ELECTRONICS" 2005.CNBC AWAAZ has awarded Videocon as Indias most preferred Washing Machine Brand Videocon takes over Electrolux India.Videocon group, through offshore entity, has acquired the French conglomerate, Thomsonsworldwide Color TV Picture Tube manufacturing units. Chairman of Videocon group, Mr. Venugopal Dhoot honored with the “Marathwada Bhushan”Videocon emerged once again as Indias most Trusted Consumer Electronics & HomeAppliances BrandIndias First Rust Free Washing Machine launched by Videocon. 24
  25. 25. Introduction to the project Project Title Comparison of Videocon Air Conditioners With other Competitive Companies Area of studyIn the period of two month of my summer training my project guide research topic“Comparison of Videocon Air Conditioners With other Competitive Companies”.The area Icovered was Jaipur city, which included 50 Dealers selling Air Conditioners. Objective of study  Study of dealer Awareness about Air Conditioners.  Study of dealer Perception about the Air Conditioners.  Identify the level of dealer satisfaction about Air Conditioners price and quality  Market effectiveness of Videocon Air Conditioners as compare to competitors.  Effect of Advertising and Sales Promotion Schemes and incentive on Consumer and Dealers.  To study the position and potential of the product in Jaipur. 25
  26. 26. Objective of researchThe main objective of the research is to find out that what the condition of Videocon‟s service inthe market and know that how consumers and dealers are satisfied with the services which areprovided to them, and we can also say that find out the customer satisfaction level. And other objective is to analyze current scenario of the market in consumer durablesector. And analyze that who is the main competitors of Videocon Air Condition and what is thecurrent position of Videocon Air Condition in the market. SIGNIFICANCE OF RESEARCH“All progress is born of inquiry. Doubt is often better than the over confidence, for it Lead toinquiry & inquiry to invention.” This is a famous Hudson in context of which The significance ofresearch can well be understood.1. Research includes scientific & inductive thinking & it promotes the development of the logicalbasis of thinking organization.2. The role of research in several fields of applied economics, whether related to business to theeconomy as whole, has greatly increased in Modern times.3. Research provides the basis for nearly all the government policies in our country.4. Research has it special significance in solving various operations & planning problems ofbusiness & industries.5. Research is equally importance for social scientists in studying social relationship & Inseeking answers to various social problem. 26
  27. 27. DATA ANALYSIS METHOD(PROJECT RESEARCH TYPE)The project research type is DESCRIPTIVE RESEARCH TYPE in which I know what I have tomeasure & also the adequate method for measuring it along clear-cut definition of “population” Iwanted to study.Since the aim was to obtain complete & accurate information in the said studies, the procedure tobe used was also planned.Following are the steps to be followed while carrying out diagnostic research studies1.Formulating the objective of the study (what the study is about & why is it being made)2.Designing the methods of data collection3.Selecting the sample4.Collection the sample5. Processing & analyzing the data6. Reporting the findingDATA SOURCESPrimary dataPrimary data is the information collected for research purpose at hand.Primary data was collected through an interview with the help of a structuredQuestionnaire, which contained queries that were relevant to the purpose of theStudy as well as pertinent; industry related questions. the present studyQuestionnaire makes use of both open ended and close ended questions. 27
  28. 28. Secondary dataSecondary data is the information which already exists. Secondary dataCollected from journals, magazines, books etc.The secondary data for this research was obtained from textbooks, brochuresAnd internet. Very little research specific data was available, hence muchEmphasis was given to primary data.RESEARCH APPROCHSurvey method was adopted in order to collect the primary data required for theStudy.RESEARCH INSTRUMENTQuestionnaire was designed with open-end close-end questions. The questionnaire was designedin such a manner so as to cater to all the areas and aspects the study.SAMPLING PLAN1. SAMPLING PROCEDURE: RANDOM SAMPLING2. SAMPLING SIZE: 50 RESPONDENT3. GEOGRAPHICAL COVERAGE: JAIPUR.4. DURATION OF THE SURVEY: 2 monthsDATA ANALYSISLogical analysis of data is done through tables, frequencies and percentages have been workedout and also some other stastical tools like correlation and regression is also done. 28
  29. 29. PLAN ANALYSISThe data collected have been numbered and tabulated for the purpose of analysis. Percentage hasbeen calculated for all the tables and different charts have also been prepared and correlation andregression is also calculated. On the basis of analysis, influences have been drawn. Summary offindings have been recorded and suitable suggestion are given to improve the business atVideocon industries limited.LIMITATIONS OF THE STUDYIn spite of working under the banner of such a magnificent company and also under the guidanceof highly matured, capable, and understanding people certain constraints do played the role ofhindrance in the way of accomplishing the assigned task. I would definitely like to share thoseaspects too1. Non-cooperation shown by certain retailers and their ignoring attitude.2. Each and every region is not easily accessible.3. A limited time frame i.e. of just 8 weeks, due to which we were not able to reach thosedestinations which we wish we would.(4) Secondly, we cannot say that the data taken for our study is fully adequate to get the desiredor accurate result.(5) It takes very long process for finalization the deal. 29
  30. 30. DATA ANALYSISTotal sample size which I have taken, is 50 dealers in Jaipur. In which 29 dealers are dealing inVideocon and rest 21 dealers are not dealing in Videocon. Dealers & Non Dealers Dealers 37 74.00% Non Dealers 13 26.00% Total 50 80.00% 70.00% 60.00% 50.00% 40.00% Series1 30.00% 20.00% 10.00% 0.00% Dealers Non DealersInterpretationHere we can see that 74% dealers are dealing in Videocon AC and remaining arenot. 30
  31. 31. 1. Which brand of air condition is most selling in your shop? LG SAMSUNG VIDEOCON VOLTAS 38 % 10 % 22 % 27 % 40 35 30 25 20 Series1 15 10 5 0 LG SAMSUNG VIDEOCON VOLTASInterpretationIn selling point of view here we see that in market LG lead With 38% and othercompanies are less in according to LG. 31
  32. 32. 2. Which company provides you better promotional scheme? LG SAMSUNG VIDEOCON VOLTAS 22 % 17 % 56 % 5% 60 50 40 30 Series1 20 10 0 LG SAMSUNG VIDEOCON VOLTASInterpretationVideocon leads with its promotional facilities. 32
  33. 33. 3. What company provides you more for the advertisement of air condition?PAMPHLETS HOARDINGS DANGLERS OTHERS 56 % 24 % 5% 15 % 60 50 40 30 Series1 20 10 0 PAMPHLETS HOARDINGS DANGLERS OTHERSInterpretationMost commonly pamphlets are used followed by hoardings and Danglers. 33
  34. 34. 4. Which type of air condition is mostly preferred by the customer? SPLIT-AC WINDOW-AC TOWER-AC CASSETTE-AC 68 % 18 % 3% 1% 80 70 68 60 50 40 30 20 18 10 3 1 0 SPLIT-AC WINDOW-AC TOWER-AC CASSETTE-ACInterpretationSplit AC is most widely used followed by Window AC, Tower AC and CassetteAC. 34
  35. 35. 5. In future if you will sell the air condition then which brand you will prefer? LG SAMSUNG VIDEOCON VOLTAS 40 % 10 % 29 % 21 % 45 40 35 30 25 20 Series1 15 10 5 0 LG SAMSUNG VIDEOCON VOLTASInterpretationDealers have Chosen LG as a first choice followed by Videocon, Voltas andSamsung. 35
  36. 36. 6. Plz Rate.S.NO. FEATURES BRANDS LG SAMSUNG VIDEOCON VOLTAS 1 BRAND IMAGE 2 PRODUCT QUALITY 3 PRICE 4 PRODUCT RANGEBRAND IMAGE LG SAMSUNG VIDEOCON VOLTAS 21 % 12 % 32 % 35 % 40 35 30 25 20 Series1 15 10 5 0 LG SAMSUNG VIDEOCON VOLTASInterpretationThe above graph suggests that in market Voltas has best brand image, followed byVideocon, LG and Samsung. 36
  37. 37. PRODUCT QUALITY LG SAMSUNG VIDEOCON VOLTAS 35 % 14 % 21 % 30 % 40 35 30 25 20 Series1 15 10 5 0 LG SAMSUNG VIDEOCON VOLTASInterpretationThe above graph suggests that LG has best product Quality, followed by Voltas,LG and Samsung. 37
  38. 38. PRICE LG SAMSUNG VIDEOCON VOLTAS 31 % 17 % 6% 46 % 50 45 40 35 30 25 Series1 20 15 10 5 0 LG SAMSUNG VIDEOCON VOLTASInterpretationThe above graph shows that Videocon has lowest price in the market, followed bySamsung, LG and Voltas. 38
  39. 39. PRODUCT RANGE LG SAMSUNG VIDEOCON VOLTAS 39 % 21 % 12 % 28 % 45 40 35 30 25 20 Series1 15 10 5 0 LG SAMSUNG VIDEOCON VOLTASInterpretationThe above graph shows that LG has maximum product range, followed by Voltas,Samsung and Videocon. 39
  40. 40. 7. Which brand of air condition is firstly preferred by the customers & why? LG SAMSUNG VIDEOCON VOLTAS 26 % 24 % 13 % 37 % 40 35 30 25 20 Series1 15 10 5 0 LG SAMSUNG VIDEOCON VOLTASInterpretationThe above graph shows that Voltas is most preferred, followed by LG, Samsungand Videocon. 40
  41. 41. 8. Which distributer of air condition provides you better service? LG SAMSUNG VIDEOCON VOLTAS 37 % 26 % 13 % 24 % 40 35 30 25 20 Series1 15 10 5 0 LG SAMSUNG VIDEOCON VOLTASInterpretation The above graph shows that LG provides best service, followed by Samsung, Voltas and Videocon. 41
  42. 42. 9. Do you get quickly informed about the new schemes? YES NO 95 % 5% 100 90 80 70 60 50 Series1 40 30 20 10 0 YES NOInterpretation The above graph shows that maximum dealers are award for new schemes. 42
  43. 43. 10. Customer schemes help in increase the sale of product? YES NO 98 % 2% 120 100 80 60 Series1 40 20 0 YES NOInterpretation The above graph shows that maximum dealers dealers says that it help for increasing sales. 43
  44. 44. 11. Any customer schemes currently run by different brands?BRAND SCHEMES1 VIDEOCON YES2 VOLTAS NO3 LG YES4 SAMSUNG NO12. Level of satisfaction, if satisfied. Highly Satisfied Satisfied Delighted Dissatisfied Highly dissatisfied 1% 62 % 5% 23 % 9% 70 60 50 40 30 Series1 20 10 0 Highly Satisfied Delighted Dissatisfied Highly Satisfied dissatisfiedInterpretation The above graph shows that maximum dealers are satisfied with Videocon. 44
  45. 45. CONCLUSIONFrom above Literature review and findings we can say that Videocon needs to redesign itsmarketing strategies and improve its after sales services in order to make a success in India.However if Videocon improves the services, then there are quite good chances of a grand successas Indian air conditioner market is growing very fast. So Videocon has two options: 1. Improve the marketing strategies i.e. advertising, promotions etc. This could certainly help Videocon to penetrate the tough Indian market and to keep the market share entact. 2. Improve after sales service of the Air conditioner.Finally we can conclude that the success (or Sales) of Videocon AC is dependent on after salesservice. Indian customers won‟t buy it just because of its brand name as quality is also neededfor the expected value of money and satisfaction.In other words we can conclude that success of Videocon AC is more dependent on its productquality and after sales service than its price. 45
  46. 46. SuggestionsAfter studying the various parameters of Videocon AC, we have found out that the sales of theproduct is decreasing because of inferior after sales services.We recommend the following:- 1) Improve after Sales Service – It has been found out that customers find the after salesservices of other AC‟s better than their Videocon brand. So, improvement in after sales servicecan help in increasing sales. 2) Improve the marketing strategies i.e. advertising, promotion etc. This will surely help Videocon to penetrate the tough Indian market and to keep the market share intact. 3) Attractive schemes must be launched by company in order to attract lower middle class. 4) Increase the number of Engineers in after sales Service department. 5) More promotional campaigns must be started. 6) Number of call centre should be increased. 46
  47. 47. Annexure 1. Which brand of air condition is most selling in your shop? (a) LG ( ) (b) SAMSUNG ( ) (c) VIDEOCON ( ) (d) VOLTAS ( ) 2. Which company provides you better promotional scheme? (a) SAMSUNG ( ) (b) LG ( ) (c) VIDEOCON ( ) (d) VOLTAS ( ) 3. What company provides you more for the advertisement of air condition? (a) PAMPHLETS ( ) (b) HOARDINGS ( ) (c) DANGLERS ( ) (d) IF OTHER PLEASE SPECIFY: -------------------------------------------------------- 4. Which type of air condition is mostly preferred by the customer? (a) SPLIT-AC ( ) (b) WINDOW-AC ( ) (c) TOWER-AC ( ) (d) CASSETTE-AC ( ) 5. In future if you will sell the air condition then which brand you will prefer? (a) LG ( ) (b) SAMSUNG ( ) (c) VIDEOCON ( ) (d) VOLTAS ( )6. Plz Rate.S.NO. FEATURES BRANDS LG SAMSUNG VIDEOCON VOLTAS 1 BRAND IMAGE 2 PRODUCT QUALITY 3 PRICE 4 PRODUCT RANGE 47
  48. 48. 7. Which brand of air condition is firstly preferred by the customers & why? (a) LG ( ) (b) SAMSUNG ( ) (c) VIDEOCON ( ) (d) VOLTAS ( )Plz Specify. ……………………………………………………………………………………8. Which distributer of air condition provides you better service? (a) LG ( ) (b) SAMSUNG ( ) (c) VIDEOCON ( ) (d) VOLTAS ( )9. Do you get quickly informed about the new schemes? (a) YES ( ) (b) NO ( )10. Customer schemes help in increase the sale of product? (b) YES ( ) (b) NO ( )11. Any customer schemes currently run by different brands?BRAND SCHEMES1 VIDEOCON2 VOLTAS3 LG4 SAMSUNG12. Level of satisfaction, if satisfied. a. Highly Satisfied ( ) b. Satisfied ( ) c. Delighted ( ) d. Dissatisfied ( ) e. Highly dissatisfied ( ) PERSONAL DETAILS: NAME……………………………………………………………………. ADDRESS………………………………………………………………... PHONE NO……………………………………………………………… 48
  49. 49. BIBLIOGRAPHY1) www.videoconworld.com2) www.google.co.in3) C.R. Kothari, Research Methodology4) Philip Kotler, “Marketing Management” 49

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