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Intern Project Final Report

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  • 1. SUMMER PROJECT REPORT ON STUDY OF DEALER SATISFACTION ANDUNDERSTANDING THE CURRENT POSITION OF VIDEOCON (MUMBAI CENTRAL REGION) Prepared for VIDEOCON INDUSTRIES LTD. MUMBAI Prepared by: SANKET SURVE PGDM (EXECUTIVE – MARKETING) BALAJI INSTITUTE OF MODERN MANAGEMENT PUNE (MAHARASHTRA) 1|Page
  • 2. ACKNOWLEDGEMENTWith immense pleasure, I would like to present this project report for VideoconIndustries Ltd. (MUMBAI). It has been an enriching experience for me to complete my summer trainingat Videocon, which would not have possible without the goodwill and support of thepeople around. As a student of BALAJI INSTITUTE OF MODERN MANAGEMENT,PUNE I would like to express my sincere thanks to all those who helped me duringmy training program. Words are insufficient to express my gratitude towards Mr. Vijay Saroj(Marketing, Videocon, Thane Branch) and Mr. Harish Junja (Marketing,Videocon, Mumbai) for giving me an opportunity to do my project work in theorganization. Sanket Surve MM1113518 Balaji Institute of Modern Management Pune 2|Page
  • 3. CERTIFICATEThis is to certify that this internship report on “STUDY OF DEALER SATISFACTIONAND UNDERSTANDING THE CURRENT POSITION OF VIDEOCON” at VideoconIndustries Ltd. is a bonafide work of Mr. Sanket Surve under my guidance andsupport. This report is a part of Post graduate diploma in management course withspecialization in MARKETING stream and content and the work done is genuine withrespect to the information covered and thought expressed. The internship period wasof two months (1st June 2012 – 31st July 2012). Mr. Shrinivas Jyoti Marketing Head, Mumbai Videocon Industries Ltd. 3|Page
  • 4. PREFACE Today the market trend has changed, it is the consumer who is the king of themarket, and he is the one who dictates the terms to a great extent. So thecompanies strive to take the consumer to the stage of consumer delight and do notstop only at consumer satisfaction. The major issues that the companies have to handle in today’s cut throatcompetition are maximization of profits coupled with enhanced customer satisfaction.Keeping the profit in mind, they have to offer to the consumers the best qualityproduct at the lowest possible price. The company has to have a well-developed distribution system to penetratethe product in the market. The dealers and retailers are one of the most importantelements in the distribution chain. There has to be a constant communicationbetween the company and the dealers or retailers so as to know what the customer’srequirements are and what they expect from the company and of course the positionof the competitors. Dealers/ retailers can prove to be information hubs which the company canexploit its maximum potential. The relationship has to be nurtured with great care byconducting regular visits to the dealers/retailers and providing full support to themand create an excellent rapport with them. The information collected from the dealersproves to be extremely essential to understand the actual market situation and actaccordingly to set the sales of the company soaring. 4|Page
  • 5. INDEXSr. No. Contents Page No. 1 Executive Summary 6-8 2 Company Profile 9-14 3 Industry Profile 15-18 4 Research Objective 19-20 5 Research Methodology 21-22 6 Data Representation & Analysis 23-33 7 Findings & Suggestions 34-38 8 POP Display - Observations and Suggestions 39-43 9 Sales Promotion Activity - Observations and 44-46 Suggestions 10 Limitations 47 11 Bibliography 48 12 Annexure 49-51 5|Page
  • 6. EXECUTIVE SUMMARY Videocon is a well known company. It is an Indian company which alwaysfocused on maintaining the highest international standards of excellence throughquality, technology and innovation. For over a decade now, Videocon has beenbringing the latest and very best in Consumer Electronics and Home Appliances.Successfully adapting the best of international technology to suit Indian needs, andcrafting it to improve the quality of life – as million of satisfied customers will agree.This tells the success story of Videocon. Sustainability is at the centre of Videocon’s’strategy. Being a great company Videocon always tried to improve people livesthrough its products but many a times due to changing environment or customer’smind the product doesn’t goes so well as expected. The main objective of the research is to find out condition of Videocon’sservice in the market and to know about satisfaction level of dealers or retailers withthe services which are provided to them. Other objective is to analyze current scenario of the market in consumerdurable sector and to know the main competitors of Videocon and the currentposition of Videocon in the market. For these objectives I have conducted a survey of dealers in Mumbai centralregion. I have taken Sample size of 45 dealers/retailers.Observations and Findings:  As per survey report, Samsung quality is very good and they got average rating of 4.62 out of 5, LG is at second position with score of 4.38 and Videocon got 3.76 rating.  On Demo and Installation parameter, Videocon has got average rating of 2.80 whereas LG and Samsung got average rating of 4.33 and 4.26 respectively. Reason behind getting Videocon low score on this parameter is that Demonstration is not provided at the same time of installation and also Installation person does not call the customer before visiting. 6|Page
  • 7.  On Follow up calls to customers, Samsung is doing good job and has got rating of 3.72. LG is behind Samsung with the average rating of 3.54. Videocon needs improvement here and got only 2.16 average rating. One of the major issues which all the retailers mentioned is After Sales Service and same thing reflecting in the analysis also. Videocon has got lowest score of 2.07 amongst three. Whereas retailers are satisfied with the LG and Samsung and rated these brands 4.08 and 4.28 respectively. In case of Videocon, replacement of faulty products takes more time than expected and hence on this parameter also Videocon has got low score. Videocon has got average rating of 1.98 whereas as usual LG and Samsung have got good rating of 3.33 and 3.67 respectively. One of the reasons of poor ASS is unavailability of spare parts. As per dealers and retailers, Videocon spare parts does not available on time and it takes more time to get once order is placed. They have rated Videocon here as 2.16 whereas LG and Samsung have got rating of 3.21 and 3.97 respectively. As per Dealers, Only one service camp was held by the Videocon’s Kenstar brand in the past and that information was provided on the same day itself to the dealers. Samsung and LG do not conduct free service camps. In-Shop-Demonstrator (ISD) Salary has not increased since many years. LCD/LED – Wall mount brackets does not available with product and due to this they have to purchase it from the market. Discriminate pricing issue raised by some dealers. They mentioned that same product is priced different for different retail chains. Order delivery takes up to 1 week time after the payment whereas competitors deliver within 1-2 days. There are wide varieties of product under the Videocon Brand but only some products actually reach to the retailers. 7|Page
  • 8. Recommendations:  In-Shop-Demonstrator (ISD) should get the salary which competitor’s In- Shop-Demonstrator is getting. Also non-ISD should be given product training.  All the process are dependent on each other for example, if the spare parts does not available on time then it would directly affect performance of After Sales Service so instead of producing more and more products company has to give equal importance to services associated with it and has to produce enough spare parts which will satisfy the demand.  Proper product training should be given to the installation guy so that he will be able to give demonstration to the customer.  I think company should form one dedicated team like “Quality Control” just to keep a track of quality of service. Once any type of service is given to the customer, Quality Control executive should call the customer to take the feedback about the service.  To solve this issue of replacement of faulty product, what company can do is that they can adjust the amount of damaged product from the next invoice so that retailer’s money does not get block for more months. And also as soon as product is available then it should be given first to these retailers.  Company should create database of existing customer and try to engage them using various loyalty programs and try to sell them our various products.Limitations:  Analysis was done on the presumption that the information collected from the respondents was true and correct.  We cannot say that the data taken for our study is fully adequate to get the desired or accurate result.  Due to the nature of questions the respondents were reluctant to part with certain information or could not give accurate information. 8|Page
  • 9. About Videocon:“The Videocon Group emerges as a USD 5 Billion global conglomerate continuing toset trends in every spehere of its activities from conference room sized assembly linein 1979.”Today the group operates through 4 key sectors:Consumer Electronics and Home AppliancesVideocon Industries Limited manufacture, assemble and distribute a comprehensiverange of consumer electronics, products and home appliances, including finishedgoods such as television, Home entertainment systems, refrigerators, Washingmachines, Air Conditioners and other small household appliances and componentssuch as glass shell(panels & funnels), compressors, motors etc.Oil and GasIn the domestic oil & gas business, the Group has interests in exploration,prospecting and an intention to get into gas distribution. Beyond borders, Videocon isdisplaying considerable entrepreneurial flair by becoming active in baggingexploration and production in countries like Brazil, Mozambique, East Timor,Indonesia and Australia.This gives the Group hegemonic status in those countriesalong with the possibility of earning extraordinary profits.Power BusinessThe Company is developing the Pipavav power project through a wholly- ownedsubsidiary of the Company, Pipavav Energy Private Limited. The Project is designedto have a capacity of 1200 MW and comprises two units of 600 MW each.The Company is also developing the Chhattisgarh power project through a wholly-owned subsidiary of the Company, Chhattisgarh Power Ventures Private Limited.The Chhattisgarh power project is designed to have a capacity of 1200 MW andcomprises two units of 600 MW each.TelecommunicationVideocon Group operate the GSM mobile services through VideoconTelecommunications Limited (VTL). VTL was granted a licence by the Governmentof India to provide unified access services in the following 21 circles in India: Delhi,Mumbai, Tamil Nadu, Chennai, Kolkata, Maharashtra, Gujrat, Andhra Pradesh, 9|Page
  • 10. Karnataka, Kerala, Haryana, Uttar Pradesh(West), Uttar Pradesh (East), Rajasthan,Madhya Pradesh, West Bengal, Himachal Pradesh, , Bihar, Orissa, Assam, NorthEast, Jammu & Kashmir.Vision & Mission“To delight and deliver beyond expectation through ingenious strategy, intrepidentrepreneurship, improved technology, innovative products, insightful marketingand inspired thinking about the future.”Values & PhilosophyShri Nandlal Madhavlal Dhoot, the founder of the VideoconGroup, completed his education in Ahmednagar and Pune. Hewas a successful sugarcane and cotton cultivator. As a nextlogical step to vertical integration, he boldly took upon anentrepreneurial venture by importing machinery from Europe toset up the Gangapur Sakhar Karkhana (Sugar Mill) in 1955.Those were the times when the village did not even haveelectricity. Thus was unleashed an Industrial Revolution.The die was cast. Over the years, Nandlaljis path-breakingattitude found expression in a myriad ways, earning him the The Late Shri. Nandlalwell-deserved reputation of the pioneer of industrial activity in Madhavlal DhootMarathwada India. Founder, The Videocon Group ( 26 FebruaryIn early 80s Nandlalji initiated his three sons - Venugopal, 1932 - 26 April 1993 ) ARajkumar and Pradeep into business. Through a technical tie man of Ideas. A man ofup with Toshiba Corporation of Japan, he launched Indias first Substance. A man ofworld-class color Television: Videocon. Today, Videocon is Visiohousehold name across the nation- Indias No. 1 brand ofConsumer Electronics & Home Appliances, trusted by over 50million people to improve their quality of life.Achievements  The group has 17 manufacturing sites in India and plants in China, Poland, Italy and Mexico.  Third largest picture tube manufacturer in the world.  Annual turnover of 4 billion USD, making it the largest consumer electronic and home appliance companies in India.  Videocon is one of the largest CPT Glass manufacturers in the world, operating in Mexico, Italy, Poland and China.  On May 23, 2008, Videocon announced that it is studying an invitation from General Electric (GE) to bid for its century-old appliances division which it has put up for sale. 10 | P a g e
  • 11. Milestones:Business Portfolio: 11 | P a g e
  • 12. Brand Baskets of Videocon:SWOT Analysis of Videocon Industries:Strengths: Weakness: 1) Backward integration. 1) Image of low to medium cost company. 2) Diversified goods portfolio across Consumer Durables Sector. 2) Diversification into too many sectors. 3) Multi brand strategy. 3) Not much international recognition. 4) Global company. 4) Too much rebranding/ changing of positioning. 5) Weak sales and service network.Opportunities: Threats: 1) India is big consumer durables market 1) Stiff competition from MNCs like LG, and growing at 10 to 15 %. Samsung, SONY. 2) Lifestyle of people has been change very 2) Cheaply available of Chinese much so there is demand for premium products. products. 3) Local brands available in the market. 3) Consumer durable market will become 52,000 crore by 2015. 4) Changes in Government Policies 12 | P a g e
  • 13. New Offering - Direct Digital BroadcastWhat is DDB Technology?The DDB platform can be termed as an advanced TV operating platform. It is the resultof a collaboration of seven industry giants – the semiconductor companySTMicroelectronics, audio-video technology firm Faroudja, software and applicationmaker Irdeto, cloud computing brand Nivio, sound technology company Strata,Videocon d2h and Philips. These industry giants together help bring to users advancedmultiple functions on a single TV platform. It promises an audio-visual experience thathas never been experienced before. It also adds in cloud computing for saving yourfiles. Then, you can browse through websites and indulge in the current fad of socialnetworks. It can convert 2D channels into life-like 3D quality, negating the need formultiple devices.A lot to offer...but is it enough...The feature sheet for the DBB Technology is inclusive of a dual-core processor – 450Mhz, 14-bit video processor, Motion Enhancement and Motion Correction (MEMC),which interpolates and constructs the “in between” frames to eliminate issues related toboth motion judder and motion blur, giving you an outstanding viewing experience, 3DTechnology, Faroudja Video and Audio Optimized that eliminates any distortion causedby noise signal and gives you a vivid and clear image for your viewing, Strata CertifiedAudio and 10-band Graphic Equalizer and HDMI – CEC. Moreover, the DBB enabledchip will come directly integrated in the television, negating the need for set-top boxes.The remote control has been designed to include the keyboard and mouse within theTV. So, you can access your Internet right from your television, store those files to cloudwhich will negate the need to plug in hard drives or flash drives to watch stored content.How will it benefit us?Mr. Shelgaonkar, R&D Head at DBB Foundation explains that for years they have beenusing analog communication for their television sets and analog means loss of signal,which eventually means loss in the audio and video quality. The analog to digital shifthas been implemented in India too, off late, and all TV sets have to eventually shift todigital set-top boxes. Even in set-top-boxes, the signals received from the satellite aredownscaled before they are transmitted and you finally watch content on the TV. TheDDB technology negates this as the set-top integration is within the chip, so thereceived signal is directly transmitted without any downscaling...With the DDB technology, digital signals are received without the need for a set-top box.Considering the complete Digitalization regulation by Govt. by year 2015, and in metrosstarting July 1, 2012, which has been now delayed to November, this technology seemsquite promising as DDB technology is said to meet all the requirements. The 14-bitvideo processor ensures optimum color reproduction and the dual-core processorhandles the speedy data rate transfers. 13 | P a g e
  • 14. AvailabilityOn the flip side, one cannot use the DBB Technology in their existing TV sets. Users willhave to purchase DBB enabled TV sets, which are likely to be on the way. Mr.Shelgaonkar refused to comment further on DBB products, but said that an officialproduct announcement will be made soon, probably by the end of this month. However,the company is still working at ways to enable users take advantage of this technologywithout the need to purchase a new TV.COO and Brand Ambassador’s comments:Commenting on the launch event, Nazneen Karimi, COO, Percept ICE, said:"Understanding what a brand stands for and amplifying that across the event is vital forsuccess and customer delight. We showcased Videocon DDBs cutting edge technologyin an innovative manner and every detail from the split backdrops to LED screenscomplimented this mood."Videocon DDB brand ambassador Priyanka Chopra said: "The future of the homeentertainment experience has arrived...a technology that not only enhances yourentertainment options but also does it in an easy, simple manner. I am very proud to beassociated with the DDB technology platform, which converges various features like 3Dviewing, direct digital TV transmission, superior internet browsing capabilities and alsocloud computing abilities...all brought together on one single platform! Im very excitedto be a part of this revolution in technology that will give you a first-of-its-kind,unbeatable audio-visual experience, unlike anything youve seen before."Thanks to Videocon for providing me Product Training on this new path breakingtechnology product. 14 | P a g e
  • 15. Industry ProfileAs per a recent report by ASSOCHAM, the consumer electronics and durablessector in India is expected to grow at a CAGR of about 15 per cent and grow fromRs.34,000 crores to reach Rs. 52,000 crores by 2015 fuelled by rising demand fromthe Indian middle class as well as growing sales through the online retail format.As per the report, multi-national companies (MNCs) with superior technology andbetter quality control account for a market share about 70 per cent of the overallconsumer electronics and durables market in India and maintain a strong hold on theurban middle class segment growing at about 12 to 15 per cent. As per the report,the consumer durables and electronics market in rural and semi-urban areasaccount for about 40 per cent of the overall market and is growing at about 30 percent CAGR.As per Forrester Research Inc., growth in Indian online retail market is set to be thefastest in Asia-Pacific with total market slated to reach over $8 billion by 2016. Theonline format has also added additional consumers from Tier-II and III cities therebyincreasing the overall demand for such products. Consumers can now researchproduct and category manuals, compare prices as well as hunt for discounts beforemaking a purchase online. The online market for consumer durables and electronicsis now moving towards inflection point and maturity and we may see someconsolidation happening over the next couple of years.Consumer durables industry’s growth has been two pronged: (a) Driven by lower penetration in rural markets and (b) New innovations and replacement demand in urban markets.Key growth drivers include:1. Continued economic growth demonstrated through 8.4% CAGR growth in GDP over last 5 years2. Favourable demographics; 64% of the population in working age category3. Increasing Urbanization, nuclear families4. Increase in disposable incomes; which drives consumption5. Increasing affordability coupled with declining prices of products6. Lower consumer product penetration7. Availability of new products and technologies,8. Easy financing schemes and9. Increase in organized retail 15 | P a g e
  • 16.  Industry Size: Rs. 350bn Key Categories: White Goods, Brown goods and Consumer electronics. Competitive landscape: Dominated by Korean majors like LG and Samsung in most of the segments Margin Profile: Low margin, Dependant on volumes Growth opportunities: Lower penetration coupled with increasing disposable income 16 | P a g e
  • 17. 17 | P a g e
  • 18. Portal’s five force Model for Consumer Durable Industry:Threat of new entrant:For any new company, to establish and build a new brand, cope with the technologicaladvancement and create a wide-distribution network is difficult. One the other hand, cheaperbrands from Asian countries like China and the entry of other global brands is concern.Availability of Substitutes:The threat of availability of substitutes in Indian Consumer Durables market is medium.Where the white goods segment (air conditioners, refrigerators) face low threat of substitute,the brown good segment and consumer electronics segment do face a threat of substitutes.As new technology enters the market at an increasing pace, the manufactures need toupgrade their products accordingly. For example, the VCR got replaced by DVD player. Onthe different note, television faces the threat of multiplexes. Also, brown goods like pressurecookers face the threat of microwave oven etc.Competitive Rivalry:Presence of large number of local as well as international players in the domestic durablemarket in each segment leads to high rivalry.Supplier Power:The suppliers’ power is low because of the availability of the large number of suppliers in thedomestic market and cheap import options for components from other suppliers andcountries.Buyer Power:The buyer power is quite high as they have multiple brands across different price points,hence giving them a wide variety across both durable and non-durable products to choosefrom. 18 | P a g e
  • 19. Research Objective:Primary Research Objectives (PRO):The main objective of the research is to find out condition of Videocon’s service inthe market and to know about satisfaction level of dealers or retailers with theservices which are provided to them.Also we are trying to find out the position of Videocon products with respect to topplayers in the industry i.e. Samsung and LG.  To achieve our Primary Research Objective we need to form Secondary Research Objectives. These Secondary Research Objectives are nothing but break-up of PRO into small objectives which would help us to achieve Primary Research Objective.  Questionnaire has to be designed in such a way that all Secondary Research Objectives are fulfilled.  Most of the SRO’s are provided by the company because they already had idea about the factors which actually leads to customer and dealer satisfaction.Secondary Research Objectives (SRO): 1) To determine whether the “Quality” of Product is adequate to influence buying behaviour of the customer - Quality of the product is main factor everybody looks for. If the quality of the product is good then retailers or dealers also don’t need to push the product. 2) To determine whether the “Demo and Installation” service of product is adequate to satisfy the customer – Demonstration and Installation is the next step after the purchase of the product and this is the first time customer experiences the service of the company and most of the times executives does not provide proper service and puts negative image about the company. 19 | P a g e
  • 20. 3) To determine whether the “Follow up calls to customers” service is adequate to satisfy the customer – Ideally, once the product is sold to the customer, company should take feedback about the product or service and needs to improve if needed. This step helps the company to convert dissatisfies customer into satisfied customer. “One dissatisfied customer does negative word of mouth publicity and restricts 100 of other prospects from purchasing”4) To determine whether the “After Sales Service” is adequate to satisfy or delight the customer – After Sales Service is the second most important factor after quality which customer looks for. Consumer durables people do not buy on daily basis and hence if anything happens then expect quick service from the company.5) To determine whether the “Pick-up and delivery of faulty products” is adequate to satisfy dealer – Dealers and Retailers on daily basis deal with the company and in transit of products gets damages which company has to replace but sometimes company takes so much time to replace the products which blocks retailers money and they gets frustrated.6) To determine whether the “Availability of spare parts” is adequate to satisfy or delight the customer – If the spare parts do not available in the market easily then its impact we can see on After Sales Service and customer has to suffer and also in turn dealers or retailers also has to suffer because customer reach out to them first.7) To determine whether the “Free service camps” is adequate to delight the customer – Only few companies customer conducts free service camps and delight their customers. 20 | P a g e
  • 21. DESIGN OF STUDY:DATA COLLECTIONFor successfully completing the project both primary as well as secondary data wasused.Secondary data was provided to me by the company from their website, annualreports and business journals.Primary data plays a very important role since it gives first-hand information whichwas done through survey method with the help of personal interview throughquestionnaire. The source of primary information was the extensive dealer networkof Videocon Industries Ltd.It provides us with important information like –  Preferences of customers.  Perception of dealers.  Motivating factor for the customers.In order to collect the correct information it is very important to interview the rightpeople who understand the importance of the research and provide the trueinformation. In case of Videocon Industries Ltd., I interviewed dealers in central areaof Mumbai to find out their perception about Videocon Group Products and theirobservation about the customers likes and dislikes and the factors that motivate thecustomers to buy product of particular brand. It is really very important to understandand to know on what factors does the customer makes a buying decision is it thebrand, price, after sales service, quality or promotional activities?The research gives a clear picture of what are the strong holds as well as the shortcomings of the company’s product.SAMPLING TECHNIQUESSampling procedure consists of three sequential steps- Sampling unit: “who is to be interviewed”- sampling unit refers to the target population to be interviewed. In this research it was the dealers and retailers who were to be interviewed. Sample frame: It is the data base of the dealers/retailers that was provided by the company. Sample size: The total sample size selected was 45 dealers or retailers. 21 | P a g e
  • 22. RESEARCH APPROACHSurvey method was adopted in order to collect the primary data required for theStudy.RESEARCH INSTRUMENTQuestionnaire was designed with open-end and close-end questions. Thequestionnaire was designed in such a manner so as to cater to all the areas andaspects of the study.SAMPLING PLAN1. Sampling Procedure: Random Sampling.2. Sampling Size: 45 respondents.3. Geographical Coverage: Mumbai – Central Region.4. Duration of the Survey: 1 months and 15 days.FINDINGS AND ANALYSISAnalysis is the most important part of a survey. It needs to be done in an unbiasedform and with utmost care in order to draw fair conclusions. The report generated isin a subjective form. As and when required, bar graphs and pie charts have beendrawn to present a more comprehensive picture. However it is important to mentionthat the survey and views given by the respondents are entirely their own and maydiffer from person to person.The survey was conducted in central area of Mumbai.Tools used for analysis purpose: a) SPSS 20 b) Microsoft Excel Logical analysis of data is done through tables, frequencies and percentages have been worked out. The data collected have been numbered and tabulated for the purpose of analysis. Percentage has been calculated for all the tables and different charts have also been prepared. 22 | P a g e
  • 23. Quality: VIDEOCON:22.2%  57.8% retailers mentioned that product quality of Videocon Group products is good. 4.4%  4.4% said that product quality of VG products is poor.  37.8% people were neutral about VG product quality. 37.8%  Overall, 42.2% retailers mentioned that product quality of VG is not good and needs improvement.  22.2% mentioned product quality is Very Good.  Average rating for Quality is 3.76. 35.6% LG:5.1%  94.9% retailers mentioned that product quality of LG is Good 51.3%  Not a single retailer complained about LG product quality.  5.1% retailers were neutral about quality of LG products.  43.6% retailers mentioned that product quality of LG is Very Good. 43.6%  Average rating for Quality is 4.38. SAMSUNG:  Pie chart is explaining everything! All the retailers 38.5% mentioned that product quality of Samsung is simply superb.  38.5% retailers rated Samsung on product’s quality as Good.  Whereas, 61.5% rated as Very Good.  Average rating for Quality is 4.62.61.5% 23 | P a g e
  • 24. Demo & Installation: 2.2% VIDEOCON:22.2%  Only 24.4% retailers mentioned that Demo and Installation of VG products are good. 11.1%  75.5% retailers mentioned that VG needs to improve in Demo and Installation.  35.5% rated “Poor” and “Very Poor” on this parameter.  40% prefer to select “Neutral” option. 24.4%  11.1% retailers mentioned that Demo & Installation of VG products is “Very Poor”.  Whereas only 2.2% motioned that it is “Very Good”. 40%  Average rating for Videocon on this parameter is 2.80. LG:12.8%%  87.2% retailers mentioned that Demo & Installation of LG is “Good” or “Very Good”.  12.8% mentioned that LG is neither good nor poor on this parameter.  Nobody has rated “Poor” or below on this parameter. 41.0%  41% rated LG as “Good” whereas 46.2% rated as “Very Good” on this parameter.  Average rating for LG on this parameter is 4.33. 46.2% 2.6% SAMSUNG:  87.2% retailers mentioned that Demo & Installation of 2.6% Samsung is “Good” or “Very Good”.  12.9% retailers mentioned that VG needs to improve 7.7% in Demo and Installation.  46.2 rated Samsung as “Very Good” on this parameter.  Only 2.6% mentioned that service is “Very Poor”.  Average rating for Samsung on this parameter is 4.26. 41.0% 46.2% 24 | P a g e
  • 25. Follow-up Calls to Customers: 15.6% VIDEOCON:15.6%  68.9% retailers rated VG products as “Poor” or “Very Poor” on this parameter.  15.6% retailers mentioned that Videocon is good at taking follow up with customer on complain resolution 31.1% etc.  15.6% retailers prefer to stay “Neutral” on this parameter.  Overall, 84.4% retailers mentioned that Videocon needs improvement here.  Average rating for Videocon on this parameter is 2.16.37.8%% LG: 20.5%  61.5% retailers mentioned that LG is good at taking follow up with customer on complain resolution etc. 10.3%  18% retailers are not happy with LG on this parameter and rated “Poor” or “Very Poor”. 7.7%  20.5% retailers have rated LG as “Very Good” on this parameter.  20.5% retailers preferred to select “Neutral” option. 20.5%  Average rating for LG on this parameter is 3.54. 41.0% SAMSUNG: 20.5%  59% retailers mentioned that LG is good at taking follow up with customer on complain resolution etc. 7.7%  7.7% retailers rated Samsung as “Poor” on this parameter.  20.5% retailers have rated Samsung as “Very Good” on this parameter. 33.3%  33.3% retailers preferred to select “Neutral” option.  Average rating for Samsung on this parameter is 3.72.38.5% 25 | P a g e
  • 26. After Sales Service: VIDEOCON:22.2%  71.1% retailers were not happy with the After Sales 6.7% Service of VG products and rated “Poor” or “Very Poor” on this parameter.  Only 6.7% retailers do not have any problem with ASS of Videocon and rated “Good” on this parameter.  Nobody has rated Videocon as “Very Good” on this 28.9% parameter.  22.2% retailers mentioned ASS is neither Good nor Poor. 93.3% retailers mentioned that Videocon needs lots of improvement with respect to After Sales Service. 42.2%  Average rating for Videocon on this parameter is 2.07. LG: 38.5%  74.4% retailers are happy with LG’s After Sales Service and rated as “Good” or “Very Good”. 5.1%  Only 5.1 mentioned that ASS of LG is Poor.  38.5% are extremely happy with LG on this parameter and rated “Very Good”. 20.5%  20.5% retailers preferred to select “Neutral” option.  25.6% retailers think that LG still needs to improve further on this point. 35.9%  Average rating for LG on this parameter is 4.08. 5.1% SAMSUNG:  89.8% retailers mentioned that Samsung’s After Sales Service is “Good” or “Very Good”. 5.1%  Only 5.1% retailers rated Samsung as “Poor” on this parameter.  10.2% retailers think that there is room for improve further here.  46.2% rated as “Good” whereas 43.6” rated as “Very Good”.  Average rating for Samsung on this parameter is 4.28. 46.2% 43.6% 26 | P a g e
  • 27. Pick-up & Delivery of Faulty Products: 6.7% VIDEOCON:15.6%  75.6% retailers rated Videocon as “Poor” and “Very Poor” on pick-up & delivery of faulty products. 2.2%  Only 8.9% retailers do not have any issues with Videocon on this point and rated “Good” or “Very Good”. 37.8%  37.8% retailers mentioned that Videocon needs lots of improvement here and rated as “Very Poor”.  2.2% retailers rated as “Very Good” on this parameter.  Average rating for Videocon on this parameter is 1.98.37.8% LG:20.5%  46.1% retailers mentioned that LG’s pick-up & delivery of faulty products is “Good” or “Very Good”. 7.7%  Out of these 46.1%, 20.5% retailers rated LG as “Very Good”.  7.7% retailers rated LG as “Very Poor” on this 17.9% parameter.  28.2% retailers preferred to select option “Neutral”.  Average rating for LG on this parameter is 3.33. 28.2% 25.6% 2.6% SAMSUNG:25.6%  51.2% retailers mentioned that Samsung’s pick-up & delivery of faulty products is “Good” or “Very Good”. 5.1% %  7.7% retailers rated Samsung as “Poor” or “Very Poor” on this parameter.  41% retailers preferred to select option “Neutral”. 41.0%  25.6% people rated Samsung as “Very Good” on this parameter.  Overall, 48.7% retailers think that Samsung needs to improve further on this parameter.  Average rating for Samsung on this parameter is 3.67. 25.6% 27 | P a g e
  • 28. Availability of Spare Parts: 4.4% VIDEOCON:  62.3% retailers mentioned that Videocon’s spare parts do not available in the market easily and has to wait for long time. These respondent rated Videocon as “Poor” or “Very Poor” on this parameter. 26.7%  33.3% retailers preferred to select option “Neutral”.  Only 4.4% retailers rated as “Good” on this parameter.  Nobody has rated “Very Good” here.  Average rating for Videocon on this parameter is 2.16. 35.6% 33.3% 12.8% 12.8% LG:  46.1% retailers rated “Good” or “Very Good” on Availability of Spare Parts. And as per them, LG spare parts are easily available in the market and does not take much time even if order. 12.8%  53.8 thinks that LG has to improve further in this area Sometimes it takes more time to get the spare parts once ordered.  12.8% respondent rated as “Very Good” whereas 33% respondents rated as “Good”.  28.2% were “Neutral” on this parameter. 28.2% 33.3%  Average rating for LG on this parameter is 3.21. SAMSUNG:20.5%  82% retailers mentioned that Samsung’s spare parts are easily available in the market and also do not take 5.1% much time even once the order is placed. These respondents rated as “Good” and “Very Good” on this parameter. 12.8%  Only 5.1% respondent rated Samsung as “Poor” on this parameter.  20.5% retailers rated as “Very Good” whereas 61.5% rated as “Good”.  Average rating for Samsung on this parameter is 3.97. 61.5% 28 | P a g e
  • 29. Free Service Camps: VIDEOCON:  Only 6.7% mentioned that Videocon Group conducted 6.7% one free service camp (Kenstar) in the past.  We got this positive “Yes” response only from DigiWorld.  Surprisingly, others didn’t know Free Service Camp held by Videocon Group about the same.  93.3% answered that Videocon Group does not conduct free service camp. 93.3%  Average rating for Videocon on this parameter is 1.93. LG:  All the retailers mentioned that LG does not conduct Free Service Camps.  Average rating for LG on this parameter is 2. 100% SAMSUNG:  All the retailers mentioned that Samsung does not conduct Free Service Camps.  Average rating for Samsung on this parameter is 2.100% 29 | P a g e
  • 30.  Apart from close ended questions, I also asked some open ended questions to the retailers to better understand their concerns and problems they face while dealing with Videocon. Below is the summary of open ended questions. Concerns and Suggestions given by Retailers:  Major issue which all the retailers mentioned is After Sales Service.  Replacement of faulty products takes more time than expected.  In-Shop-Demonstrator (ISD) Salary has not increased since many years.  Installation person does not call the customer before visiting.  Demonstration is not provided at the same time of installation.  LCD/LED – Wall mount brackets unavailability.  Spare parts do not available on time.  Discriminate pricing.  Order delivery takes up to 1 week time after the payment whereas competitors deliver within 1-2 days.  There are wide ranges of products under the Videocon Brand but only some products actually reach to the retailers.  Documentation issue.  In-Shop-Demonstrator training should be given at the nearest centre. Most of the trainings are conducted at Head-Office – Andheri.  Training should be given to Non-In-Shop-Demonstrator sales executive as well. 30 | P a g e
  • 31. In-Shop-Demonstrator’s Salary Revision ISD’s are the one who provides information about the products and try to push the product but their salaries have not increased since many years. Replacement of damaged products Retailers keep variety of VG products but while loading and unloading or due to other reasons products gets damaged in between. When Retailers raised the replacement product complaint then it takes around 1-2 months for replacement. They have to take many follow up’s from the concerned department. Documentation issue Also some of the retailers mentioned that there are so many problems related to documentations like Replacement number mismatch etc. Order turnaround time Order delivery takes up to 1 week time after the payment whereas competitors deliver within 1-2 days. Installation and Demonstration Once the product is sold then the next thing is Installation and Demonstration. The problem retailers mentioned is that VG does not have one person for installation and demonstration. First installation guy visits and installs the product and later when the customer complains about demonstration to the retailers then retailers have to raise the ticket again only for demonstration. After 2-3 days Demo person visits and give demonstration to the households. Actually Demo and installation is one activity but it is spitted into two which adds additional work for retailers and headache for customer. Some of the retailers complained that demonstration people are new and does not know how to operate the product and due to this, they have to send their person to give demo. Also the demo and installation guy does not call before visiting the customer and because of this some time they visit the customer place when they are out. 31 | P a g e
  • 32.  Sometimes it happens that installation person gives date and time of the visit to the customer and customer sits at home even they have other work, just waiting for the person to come but installation guy does not visit that day. In some cases, husband and wife both are working then they available only after 6:30 but Demo and installation guy doesn’t give service after 6:30 which creates problem for them. Sometimes, installation and demo person does not get proper address, in that case they does not call neither customer nor retailers instead they prefer not to visit. After Sales Service As per Retailers, After Sales Service is very poor. Most of the retailers gave 1 rating for this parameter. Sometimes it takes 15-20 days to attain the call. This happens especially for people who stay outside region. One reason for delay could be unavailability of spare parts. Even for small issues it takes so much time. Sometimes, Issue does not fix at first time and it has to repair many times to fix the issue which creates negative image about the product and brand. Feedback Consideration There are problems related to some products. Retailers mentioned that they already provided feedback about the same but no action has taken yet. For example,  Videocon 32hh/32580 – Wall mounting stand issue Unavailability of spare parts Unavailability of Spare parts leads to delay of service and which leads to unsatisfied customer. Retailers mentioned that there are serious issue of unavailability of below spare parts:  LCD/LED wall mount brackets – They have to purchase it from the market because of unavailability 32 | P a g e
  • 33.  Washing Machine  Refrigerator  TV – Picture tube etc. Due to unavailability of spare parts, retailers have to buy it from local marker and this additional cost they have to bear. Here is the feedback for Sansui LED/LCD products: Currently for some products installation brackets are provided to the retailers and for some products these brackets are directly delivered to the installation team. It creates confusion at retailers end and they have to keep track of products which actually got brackets and which do not. Discriminate Pricing Discriminate pricing issue has mentioned by some dealers. They face problems from big retail chains like Next, Digiworld and Snehaanjali etc. which price the same product at much cheaper price than dealer price. Dealers mentioned that these chains sell the products below the dealer’s price. Also they mentioned that these chains supply products to their near retail shops at lower rates as compared to company and due to this sometimes even they also buy from them. Unavailability of Products Some retailers mentioned that they have demand for LED/LCD, AC products etc. but does not get them on time because of unavailability and hence their sales lost. For example, in the summer there was huge demand for AC but they were unavailable in that season because of shortage. “When there is demand there is no supply and when there is no demand, supply is good” There are wide varieties of VG products but all varieties do not reach retailers. Brochure has many products listed but only few of them actually reach retailers. 33 | P a g e
  • 34. Findings & Suggestions ISD’s salary is not much so company has to look into this issue. Atleast, they should be given salary which other company’s ISDs are getting. On special occasions, company should be given gifts which will not cost much to the company. Company should give training to non ISD’s as well. Currently we provide training to the dedicated VG ISDs only but what about the retail outlets which does not have dedicated ISD? If we provide training to them then they will explain the product better and which will increase chances of sale. If you ask any sales executives of retail shops “which is the best TV or any other product?” then they will recommend other than VG product like Sony, LG, Samsung etc. But when you put the financial constraint then they suggest VG product. If we provide training to the sales executive on our variety of products then this perception will might change. When the customer enquires about any product then ISDs do not take his/her contact number or email id. If we take email id or phone number of customer then we can take follow up and can give more discounts to attract the customer. Below is the process which ISDs need to follow… I think that this step would create WIN-WIN situation for both company and retailer.  Below is the Process: 1) Customer enquires about VG products 2) In-Shop-Demonstrator will provide detail information about the product and ask for mobile number or email-id at the end. 3) These contact numbers will be provided to the head office on daily basis. 4) Retailers would also provide the list of customers who has actually purchased the product. 5) If the customer does not return for purchase even after 3 days (follow up duration company and retailer has to decide) then our head office sales executive will call customer and check his/her status. 6) If the customer says that he/she will purchase the product in the next week/month then executive will update the system and call back after that period. 34 | P a g e
  • 35. 7) If the customer shows purchasing intent but delaying decision or planning to buy competitors product then our executive will give more discount and try to close the call. 8) Whatever profit company will earn from the sale of product, some profit it will share with Retailer because they have provided database of prospects.  Advantages:  “Finding new customer for the product is five times costly than retaining existing customer”  If we have database of existing customers or customers who has enquires about the product then we can send them alerts about Discounts, New offers, free service camps, new arrivals and much more.  One of the complaints which I received from retailer is that free service camp information has provided that day itself and because of this they could not able to contact customers and customers were also busy and due to this customers were not able to take advantage of such camps.  If we have database of our existing customer then we can contact them directly and we can offer them other VG product also. One more model I would like to suggest to the company 1) When the customer purchases any Videocon Group product then that time itself one card has to be issue to the customer. 2) It’s kind of lifetime membership card and customer has to fill one small form at the time of purchase. 3) This card is nothing but a proof that he/she is Videocon user and will be able to avail all facilities offered by Videocon. 4) It’s time to survive in the competitive market then you must have some kind of Loyalty programs in place. This is one step towards it. 5) Retailers have to explain the advantages of this card. Company has to offer below kind of things to the card holder. a. Customer will get the updates about the service camps in his area on his cell phone and email address which he/she has mentioned in the form. b. Discounts on all Videocon Group products. 35 | P a g e
  • 36. c. Updates about new products in the market (these updated company has to send only if customer wants to. In the membership card we will ask question about new product updates and if the customer said yes then only we will send them updates). d. Once in year or quarterly, parties or games need to be arranged only for Videocon card holders. In these parties, we can display our products and also sell to the interested customers. 6) Once we have database of our customer, we can try to sell them our various range of products. 7) Since customer will be reaching out to the nearest retailers for new offers, retailer’s sales would increase. Company try to use this model to benefit retailers also. If the company uses direct sales executives to sell the product then it might be possible that retailer’s sales would decrease and they will stop to keeping our product and hence company has to forward these leads to the nearest dealers/ retailers or compensate them by giving some margin. Unavailability of spare parts directly affect after sales service. Some of the retailers do not keep VG products because of poor After Sales Service. So if we want to increase quality of After Sales Service then first thing we have to do is make sure that all types of spare parts in the market. Retailers complained that replacement of product takes so much time and due to this they do not get return on investment immediately and not able to rotate money in the market. To solve this issue, what company can do is that they can adjust the amount of damaged product from the next invoice so that retailer’s money does not get block for more months. And also as soon as product is available then it should be given first to these retailers. Some Observations…  I visited many big retails chains and found that our product is always kept below in the non-highlighted area.  Some of the retail chains do not keep high end products of Videocon Group products. For high-end products like LED, 3D etc. they keep products of brands like LG, Samsung etc.  I hardly seen Videocon Group experience zone in the retail chains whereas Samsung and LG experience zone is present in every big retail chains. 36 | P a g e
  • 37.  To solve the problem of display of the product, Company should start buying shelf space from big retail chains and try to increase the presence in the big retail chains. Some of the big retail chains do not keep Videocon Group products; if we buy the space then we can keep our high end products in these chains and can target/attract upper class. Proper product training should be given to the installation guy so that he will be able to give demonstration to the customer. If the company is doing it already then they have to find out why they are not giving demo. To solve above issue, company executive should call the customer to take the feedback on Demonstration and Installation. If the Executive has not given Demo then he should be marked “Defaulter” and proper action should be taken so that it won’t happen again in future and others also do not repeat the same mistake. I think company should form one dedicated team like “Quality Control” just to keep a track of quality of service. Once any type of service is given to the customer, Quality Control executive should call the customer to take the feedback about the service. It’s an important step and in the management term it is called as “Service Recovery”. This step will help to convert dissatisfied customer into satisfied customer. This team not only keep a track of quality service but will make sure that appropriate feedback is given to the concerned person. Discriminate Pricing Issue has mentioned by many retailers and also I came to know about the same from Videocon Sales Executives. There are various limitations of Discriminate Pricing. Big retail chains like DigiWorld, Snehaanjali, Next, Vijay Sales etc. sells Videocon product at much cheaper price than local retail shops. Sometimes they sell at price lower than the price at which local retailers gets the product from the company. The reason behind giving the product at much lower price to these big retail chains is bulk purchase and presence of these chains in all the cities. These big retail chains now know that if they bargain then they get the product at much lower price and due to this “Bargaining power of big retailers” is increasing day by day. They Big retail chains bargains like vegetable market because they know at the end they will get product at much lower price. They think that company is dependent on them and they are not dependent on company. The story of companies like LG and Samsung is actually other way around. These companies have created power in the market in such a way that retailers 37 | P a g e
  • 38. think that they are equally dependent on these companies because everybody asks for products of brands like LG and Samsung etc. If the Videocon wants to survive in this industry and to achieve top position in the industry then they have to take everybody into consideration. They have to think about these small local retail shops also which as combine contributes most in the sales turnover. If the big retail chains are selling product at much cheaper price then why would people purchase from these small retail chains? And even if they purchase and later they come to know that big retail chains are selling the product at much lower price then they feel that small retail shop has cheated them and stops purchasing from them next time onwards. Bargaining is fine but up to one limit. Over-bargaining leads to dilution of brand image. We bargain only those products whose quality is not good or not much value in the market. Company has to think about all the factors which I have mentioned above and needs to start stabilizing the prices of products. 38 | P a g e
  • 39. Point Of Purchase (POP) Display: Videocon also assigned us to study different types of POP (point of purchase) material and its significance in the promotion of the brands. Below are the various types of POP materials: Wobblers Catalogue Danglers Experience Crowners Zone POP Material Shelfmat Standees Window OPS Display Feature Posters Card  They are intended to draw the customers attention to products, which may be new products, or on special offer, and are also used to promote special events, e.g. seasonal or holiday-time sales.  Marketing materials or advertising placed next to the merchandise it is promoting. These items are generally located at the checkout area or other location where the purchase decision is made.  Usually, in smaller retail outlets, POS displays are supplied by the manufacturer of the products, and also sited, restocked and maintained by one of their regular salespersons. However, this is less common in large supermarkets as they can control the activities of their suppliers due to their large purchasing power, and prefer to use their own material designed to be 39 | P a g e
  • 40. consistent with their corporate theming and store layout. For example, If you look at supermarkets or big retail chains like Snehaanjali, Vijay Sales, Chroma they use their own POP materials instead of Videocon’s POP material. The purpose of point of purchase (POP) Displays is to make a business owners products appear more professional and appealing to the customers eye. They are an integral component of successful marketing, but remain invisible to the average consumer. The customer is thinking about a particular product but often they are drawn to the one which is displayed in a more prominent fashion without knowing. Well done point of purchase (POP) displays will draw consumers to one product over another, or give one store the appearance of being more organized and clean. Your professionally designed POP display can make all difference between a potential customer purchasing your product and the product of your competitor. Many factors go into a well-designed POP display are Graphics, Layout, type and presentation all contribute to the design of a perfect eye catching display for your product. Posters:  A poster is any piece of printed paper designed to be attached to a wall or vertical surface.  Posters are designed to be both eye-catching and convey information. Product Display Stand:  It is used to highlight one particular product.  It is frequently used when new product launches in the market.  Display wall is a wall where more than one product is highlighted. 40 | P a g e
  • 41. Window Display  Shop owner creates attractive scenes in windows facing street, featuring products available in the shop.  This simple approach attracts new customers who see something in the window that is appealing. Experience Zone:  Experience zone you will see in almost all big retail chains like Chroma, Hypercity etc. where you can actually experience the product.  Dedicated space is allotted in the shop to setup experience zone and company sometimes pays to retailer for using the space. On Product Sticker(OPS):  The primary purpose of OPS is to identify type, size, brand, product line, manufacturer and other product-specific information like features etc. in order to inform the customer and encourage purpose. Crowners:  Crowners are place above the product.  They basically used to highlight the main features and offers available on the product.41 | P a g e
  • 42. Danglers:  Danglers are loosely hanging or swing in to or fro. They are made of cardboard with the design printed over it for promotion of products.  Danglers increases the visibility of the products Standees:  Standee is a large self-standing display promoting a product or event.  There are various types of standees. Product feature standee Brand standee Display standee Shelfmat:  They are similar to crowners. Crowners are placed above the product whereas Shelfmats are stick to the shelf.42 | P a g e
  • 43.  Big retail chains like Vijay Sales, Croma etc. do not use POP material provided by the company, instead they prefer to use their own material designed to be consistent with their corporate theming and store layout. Only small retail outlets use it and they have raised few problems in it. Many retail chains complained that quality of marking collaterals like crowners, danglers, posters etc. of Videocon Group is poor. Whereas competitor’s like LG, Samsung and Sony marketing collaterals are of superior quality and hence they use these brands material only to highlight the features etc. These outlets mentioned that Crowners of VG does not stand on the product properly and also Shelfmat does not stick to the shelf. I hardly seen Videocon Group experience zone in the retail chains whereas Samsung and LG experience zone is present in every big retail chains. Also I have observed that LG, Samsung and Sony spend lots of money on Branding and the quality of Branding is far better than Videocon Group. Always you will find branding of these giants LG, Samsung and Sony in the entrance of Retails or in the area which gets noticed easily whereas Videocon branding you will find in the area which hardly gets noticed.Suggestions: Since big retail chains do not use our marketing collaterals, we should not provide them and instead we can use it somewhere. POP material plays very important role in attracting customers by highlighting features of product etc. and hence quality of POP material needs to be improved future to match or exceed the competitor’s quality. Some of the big retail chains do not keep Videocon Group products; if we buy the space and setup experience zone then we can keep our high end products in these chains and can target/attract upper class. Marketing collaterals quality has to be improved. Some of the marketing collaterals provides more information about the products and attracts the customer by highlighting the features. In most of the cases, I have seen that sales executive guy does not have any information about the product but just explains the things by reading these marketing collaterals like Crowner etc. 43 | P a g e
  • 44. Sales Promotion Activity: Promotion is an incentive tool used to drive up short term sales.Promotion can be launched directed at consumer or trade. The focus ofadvertising to create reason for purchase the focus of promotion is tocreate an incentive to buy. Consumer incentives could be samples,coupons, free trial and demonstration. Trade incentive could be price off,free goods and allowances. Sales force incentive could be convention,trade shows, competition among sales people. Sales promotion activity can have many objectives, for example, tograb attention of new customer, reward the existing customer, andincrease consumption of occasional users. Sales promotion is usuallytargeted at the fence sitters and brand switchers. Sales promotional activity for the product is selected looking at theoverall marketing objective of the company. The final selection of theconsumer promotional tools needs to consider target audience, budget,competitive response and each tool’s purpose. Sales promotion activity should under-go pre-test beforeimplementation. Once the activity is launched it should be controlled asto remain within the budget. Evaluation program is a must afterimplementation of the promotional scheme.LCD/LED carnival at Snehaanjali: Recently, Videocon held LCD/LED carnival at all Snehaanjalistores in India from 9th to 17th June 2012. The main objective of thiscarnival was:1) To drive up short term sales.2) To grab attention of new customer.3) To increase consumption of occasional users.4) To create awareness about Videocon high end products like 3D, LED, LCD. 44 | P a g e
  • 45. Below are few snapshots of Carnival: In this carnival, Emcees was appointed to announce continuously about Videocon’s product offering. In-Shop-Demonstrator was also present there and he had to explain the product to everyone who enquires about the product. Emcees played the small games to engage the customers and also rewarded them with gifts. The response to this carnival was average. In my view, the reason behind non- response from customers is that carnival was held in the rainy season and before the school/college gets start. During this month, people have to pay school/college fees and many other educational expenses related to it and hence people do not buy expensive items in this month. 45 | P a g e
  • 46. Suggestions: Carnival should be held during summer season when everyone has time and children gets holiday. In the carnival, nobody was taking contact numbers of people who has come for enquiry. I think we should take contact number of people who enquired and needs to take follow up on timely basis. 46 | P a g e
  • 47. Limitations:In spite of working under the banner of such a magnificent company and also underthe guidance of highly matured, capable, and understanding people certainconstraints do played the role of hindrance in the way of accomplishing the assignedtask. I would definitely like to share those aspects too.  Analysis was done on the presumption that the information collected from the respondents was true and correct.  Due to the rush of customers at the dealers place they could not give time to answer the questionnaire.  Due to the nature of questions the respondents were reluctant to part with certain information or could not give accurate information.  Non-cooperation shown by certain retailers and their ignoring attitude.  A limited time frame i.e. of just 6 weeks, due to which we were not able to reach those destinations which we wish we would.  We cannot say that the data taken for our study is fully adequate to get the desired or accurate result. 47 | P a g e
  • 48. Bibliography:References:Websites- 1) www.videoconworld.com 2) www.google.com 3) www.wikipedia.comJournals- 1) Marketing journalsBooks- 1) Marketing management by Philip Kotler 2) Market research by Naresh Malhotra 48 | P a g e
  • 49. AnnexureQ1. Name of the Retailer:Q2. Location:Q3. On the basis of 1-5 scale, please rate Videocon brand products based on belowattributes.Please select one for each attribute.No Aspect 3 1 Neither 4 5 Strongly 2 Agree Disagre Strongly Agree Agree nor e Disagree Disagre e01 Quality02 Demo & Installation03 Follow-up Calls to Customers04 After Sales Service05 Pick-up & Delivery of Faulty Products06 Availability of SparesQ4. Does Videocon conduct Free Service Camps?1 Yes2 NoQ5. On the basis of 1-5 scale, please rate LG brand products based on belowattributes.Please select one for each attribute. 49 | P a g e
  • 50. No Aspect 3 5 1 Neither 4 Strongl Strongly 2 Agree Disagre y Agree Agree nor e Disagre Disagre e e01 Quality02 Demo & Installation03 Follow-up Calls to Customers04 After Sales Service05 Pick-up & Delivery of Faulty Products06 Availability of SparesQ6. Does LG conduct Free Service Camps?1 Yes2 NoQ7. On the basis of 1-5 scale, please rate Samsung brand products based on belowattributes.Please select one for each attribute.No Aspect 3 5 1 Neither 4 Strongl Strongly 2 Agree Disagre y Agree Agree nor e Disagre Disagre e e01 Quality02 Demo & Installation03 Follow-up Calls to Customers04 After Sales Service05 Pick-up & Delivery of Faulty Products06 Availability of Spares 50 | P a g e
  • 51. Q8. Does Samsung conduct Free Service Camps?1 Yes2 NoQ9. Please let us know if you have any concerns or suggestions to Videocon onbelow parameters.Please be specific.No Aspects Dealer’s Response01 Quality02 Demo & Installation03 Follow-up Calls to Customers04 After Sales Service05 Pick-up & Delivery of Faulty Products06 Availability of Spares07 Any other feedback, please mentioned here Thank you! 51 | P a g e