This document is a student project report submitted for a post-graduate diploma program. It discusses the student's summer internship with Videocon Industries working on improving business efficiency by optimizing below-the-line (BTL) promotional activities. The report provides background on Videocon, describes the student's role assisting with BTL events and vendor management, and analyzes Videocon's products, brands, and marketing strategies. The objective of the internship was to standardize BTL processes such as dealer meetings, sponsorships, and in-shop branding activities.

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“BTL ACTIVATIONS & PROCESS”
ON
Submitted in partial fulfilment of PGDM Program
2014-2016
Made By: Under Guidance of:-
Apeejay School Of Management
New Delhi
June 2015

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CERTIFICATE
This is to certify that the project work done on “__________________” Submitted to
.....................................................................in partial fulfilment of the requirement for the
award of PG Diploma in Management, is to the best of my knowledge a bonafide work
carried out by him/her under my supervision and guidance. This work has not been submitted
anywhere else for any other degree/diploma. The original work was carried out during 1st
April to 30th June 2015 in Videocon Industries Ltd.
Date: ___/___/_______.
Seal/Stamp of the Organization Signature & Name of the
Corporate Mentor

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CERTIFICATE
This is to certify that I have carried out my Summer internship in Videocon Industries Ltd
in the area _Corporate Marketing . It is also certified that the work done by me is original
with due references of sources, and has not been submitted elsewhere for the award of any
diploma or degree.
Signature :-
__________________________
Name of the Student
:___________________________
Date :
_______________________________________
Countersigned by
Faculty Mentor

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EXECUTIVE SUMMARY
Videocon is a well-known company. It is an Indian company which always focused on maintaining
the highest international standards of excellence through quality, technology and innovation. For
overa decade now,Videoconhasbeenbringingthe latestandverybestinConsumerElectronicsand
Home Appliances. Successfully adapting the best of international technology to suit Indian needs,
and craftingitto 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
companyVideoconalwaystriedtoimprove people lives through its products but many a times due
to changing environment or customer’s mind the product doesn’t goes so well as expected.
The main objective of my projects is to standardize some of the process of BTL team such as dealer
meets, sponsorships, event organizing, in-shop branding etc.
And other objective is to prepare a standardize process to follow through out various activities done
by corporate marketing team- BTL . For preparing a standardize process study of past events and
ongoing process was undertaken. Other objective of the project was to minimize the delays in
payment to the vendors which incur either due to lengthy process of company or fluctuation in rates of
materials outsourced from different vendors .

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Chapter -1
Area of Internship & Learning Objectives
1. Area of Internship
Improving Business efficiency by optimizing BTL Activities and smoothen the process of
AN’s.
The major focus area during the summer internship was BTL promotional activities
conducted by Videocon to sell its Products in Focus market. It involved improving the
existing strategy for BTL promotions and suggesting recommendations which will not only
improve sales but also increase the footfall at various BTL activities such as Mall activities,
In shop branding, Product Launch, Dealer Meets, Sponsorships, Glow Sign Board, In Shop
Demonstrators, Merchandising, Multi Brand Exhibition, Mobile Display Van etc.
2. Learning
Skills Acquired:-
 Advertising
 Branding
 Brand Activation
 Promotion
 Events
 Communication skills
 Print Media
 Problem Solving Skills
3. Functional Profile
 Connecting with regional and branch managers for seeking rates from the vendors for
the purpose of branding materials
 Responsible to work on building the products road map.
 Events Planning :- to develop the detailed plan in coordination
 Vendor Management: Carries out negotiations to ensure cost advantage and keep
regular contact to ensure deliveries are on time.

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4. Knowledge / Skills / Competencies Acquired
 Proficiency with computer programs, including MS word & Excel
 The ability to interact with people across all level of the business
 Demonstrated ability to work in fast paced environment
 Sufficient patience to do repetitive work correctly
 Ability to follow directions exactly.
 Familiarity with basic marketing concepts and practices

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CHAPTER- 2
Profile of the organisation
1. About Videocon :
“The Videocon Group emerges as a USD 5 Billion global conglomerate continuing to set
trends in every sphere of its activities from conference room sized assembly line in 1979.”
Today the group operates through 4 key sectors:
 Consumer Electronics and Home Appliances
Videocon Industries Limited manufacture, assemble and distribute a comprehensive range of
consumer electronics, products and home appliances, including finished goods such as
television, Home entertainment systems, refrigerators, Washing machines, Air Conditioners
and other small household appliances and components such as glass shell(panels & funnels),
compressors, motors etc.
 Oil and Gas
In the domestic oil & gas business, the Group has interests in exploration, prospecting and an
intention to get into gas distribution. Beyond borders, Videocon is displaying considerable
entrepreneurial flair by becoming active in bagging exploration and production in countries
like Brazil, Mozambique, East Timor, Indonesia and Australia. This gives the Group
hegemonic status in those countries along with the possibility of earning extraordinary
profits.

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 Power Business
The Company is developing the Pipavav power project through a wholly- owned subsidiary
of the Company, Pipavav Energy Private Limited. The Project is designed to 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 and comprises two units of 600
MW each.
 Telecommunication
Videocon Group operate the GSM mobile services through Videocon Telecommunications
Limited (VTL). VTL was granted a license by the Government of India to provide unified
access services in the following 21 circles in India: Delhi, Mumbai, Tamil Nadu, Chennai,
Kolkata, Maharashtra, Gujrat, Andhra Pradesh, Karnataka, Kerala, Haryana, Uttar
Pradesh(West), Uttar Pradesh (East), Rajasthan, Madhya Pradesh, West Bengal, Himachal
Pradesh, , Bihar, Orissa, Assam, North East, Jammu & Kashmir.
(Source:- https://en.wikipedia.org/wiki/Videocon)

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2. Vision & Mission
Videocon’s mission: a reflection of continuity and change
Videocon’s mission expression has been crafted to envelope both extant and emerging
realities:
“To delight and deliver beyond expectation through ingenious strategy, intrepid
entrepreneurship, improved technology, innovative products, insightful marketing and
inspired thinking about the future.”
A breakdown of the statement above reveals a ‘means and end’ approach, where the end is
articulated at the beginning with the means linked to it.
“To delight and deliver beyond expectation…” the end
This 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 a result of its focus on developing loyal customers and reliable associates,
Videocon is able to exceed expectations.
“…through ingenious strategy…” the means
In the cutthroat world of today, it is only by taking recourse to advance planning and strategy
that a business can hope to survive. Although textbook strategy has its uses, reproducing it in
verbatim 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
flexible enough for scenarios both imaginable and unimaginable. Videocon’s ingenious
manoeuvres are actually flexi-strategy that abstracts from shifting ground conditions and
decides game-plans, or sometimes changes the rules of the game.
“…intrepid entrepreneurship…” the means
An enterprise with the odds stacked against it makes great business sense. This is because
higher the obstacles, lower the number of players likely to be active in that field - thus,
fetching extraordinary returns. The only requirement is a bold and confident attitude willing
to brave the odds. Videocon’s foray into oil and gas is a bold and intrepid endeavour that
arises from immense faith on the surefooted competence of the company’s in-house
managerial talent.

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“…improved technology…” the means
Technology is no more a premium input; it has become the bare minimum in recent years.
Rapid advances have only fuelled this phenomenon. Videocon is extremely vigilant in
shunting out dated technology and replacing it with the best-in-class offers of the times.
“…innovative products…” the means
Product development, innovation and customisation are the tools Videocon uses to stay ahead
of the competition. This is because a continuous stream of innovative products excites the
market and enhances brand recall. A strategy that Videocon banks on a lot, especially on the
domestic front.
“…insightful marketing…” the means
The market share battle scene has long shifted from technology and processes to the psyche
of the customer. This means that those with deeper insights into the elusive mind of the buyer
are likely to dominate. Videocon is reinforcing marketing strengths to read better the pulse of
the market and help create products that map perfectly into customer preferences.
“…inspired thinking about the future.” the means
The future is unpredictable, but not doing anything about it is fraught with grave risk.
Videocon extrapolates future trends on the basis of current changes in technology and
preferences as well as sheer gut feel. Fine-tuned business instincts are worth their weight in
gold, lots of it. The company has perfected its practice almost into an art form with some
calculated gambles like oil and gas proving to be absolute money-spinners.

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3. Values & Philosophy
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.
Shri Nandlal Madhavlal Dhoot, the founder of the Videocon Group, completed his education
in Ahmednagar and Pune. He was a successful sugarcane and cotton cultivator. As a next
logical step to vertical integration, he boldly took upon an entrepreneurial venture by
importing machinery from Europe to set up the Gangapur Sakhar Karkhana (Sugar Mill) in
1955. Those were the times when the village did not even have electricity. Thus was
unleashed an Industrial Revolution.
The die was cast. Over the years, Nandlalji's path-breaking attitude found expression in a
myriad ways, earning him the well-deserved reputation of the pioneer of industrial activity in
Marathwada India.
(Source:- https://en.wikipedia.org/wiki/Videocon

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VIDEOCON Industries
1. About Videocon Home Appliances
Videocon has always been a price player and has an image of a low price brand. This entails
providing more features at a given price vis-à-vis competitors. It has taken over multinational
brands to cater to unserved segments, like Sansui- to flank the flagship brand Videocon in the
low to mid-priced segment, essentially to fight against brands like BPL, Philips, and Onida
and taken over Akai- tail end brand for brands like Aiwa.
Videocon is one of the largest manufacturers of television and its components in India and
thus has advantages of economies of scale and low cost due to indigenisation. It has the
widest distribution network in India with more than 5000 dealers in the major cities. It also
has a strong base in the semi-urban and rural markets. Due to its multi-brand strategy, it has
at present multiple brands at the same price point. This has led to a state of diffused
positioning for its brands. It has also led to a cannibalisation of sales among these brands. The
flagship brand Videocon has lost market share due to the presence of Sansui in the same
segment. Because of reduction in import duties on CPT the cost advantage of Videocon is
also on the decline. Hence it is facing rough weather and also trying to boost exports.
Besides understanding the strategy adopted by different players, several other factors-
industry growth, concentration and balance, corporate stakes, fixed cost, and product
differences need to be analysed to determine the extent of rivalry between the existing
Players.
Videocon Industries is primarily engaged in two core businesses
 Manufacturing, assembly, marketing and distribution of consumer electronic products
& home appliances
 Consumer Electronics, Home Appliances & Compressor manufacturing: Products
include home entertainment systems, microwave ovens, Colour Picture Tube (CPT) &
liquid crystal display (LCD) televisions, refrigerators, washing machines, air
conditioners, small appliances, glass shells, compressors / motors and other
components.
(Source:- https://economictimes.com)

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Videocon Logo
Videocon Home Appliances
(Source: - https://www.facebook.com/VIDEOCON)

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Home Appliances
• Refrigerators
• Washing Machines
• Air Conditioners
• Air Coolers
• Microwave Oven
Consumer Electronics
• CTV
• Plasma TV
• LCD TV
• LED TV
• 3D
• Videocon
• Sansui
• Kenstar
• Kelvinator
• Electrolux
• Philips
Products Brands
BUSINESS PORTFOLIO
Milestones:
Business Portfolio

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2. Brand Baskets ofVideocon:
(Source: - Induction Presentation )
3. SWOT Analysis of VideoconIndustries :-
Strengths Weakness
 Backward integration.
 Diversified goods portfolio across Consumer
Durables Sector.
 Multi brand strategy.
 Global company.
Image of low to medium cost company.
Diversification into too many sectors.
Not much international recognition.
Too much rebranding/ changing of positioning.
Weak sales and service network.
Opportunities Threats
 India is big consumer durables market and
growing at 10 to 15 %.
 Lifestyle of people has been change very
much so there is demand for premium
products.
 Consumer durable market will become
52,000 crore by 2015.
Stiff competition from MNCs like LG, Samsung,
SONY.
Cheaply available of Chinese products.
Local brands available in the market.
Changes in Government Policies
CE & HA
DTH
Retail
Petroleum
BRAND BASKETS OF VIDEOCON
Energy

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Chapter -3
Functional Profile & Job Description
1. Profile Background
2. What are the roles of ATL & BTL – Team?
(Source: - Induction Presentation
Above the Line (ATL) and Below the Line (BTL) advertising are regular buzzwords in an
ad arena. ATL and BTL are essentially advertising techniques targeted towards specific
audiences and for specific purposes.

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ATL Team
Above the line (ATL) advertising uses mass media as a medium to promote brands and reach
out to target consumers. This kind of advertising is usually aimed towards a large number of
audiences and is much more effective, when the target group is very large and difficult to
define
BTL Team
However, changing customer preferences and choices started taking its toll on ATL
promotions, which became more than often a customary and too-conventional form of
advertising. That's where the idea of 'below the line' advertising started scoring.
To reach consumers directly through alternative forms of marketing other than traditional
advertising channels used in ATL, BTL advertising follows an unconventional and direct
form of marketing communication. These include activities such as distribution of pamphlets,
handbills, stickers, promotions, brochures placed at point of sale, on the roads through
banners and placards.
Through The Line (TTL)
Through the line (TTL) refers to a promotional strategy taking advantage of the best of ATL
and BTL advertising concepts, ensuring maximum growth of the product or the brand. Here,
the customers are guided from one medium to another.
Above-the-Line Media Below-the-Line Media

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(Table: Difference between ATL & BTL)
Activities of BTL Team:-
• In shop branding
• Product Launch
• Dealer Meets
• Sponsorships
• Glow Sign Board
• In Shop Demonstrators
• Merchandising
• Multi Brand Exhibition
• Mobile Display Van
• Display Stands
• Canopy Activity, Live Demo etc.
• Banner Activity
• Wall Painting
• POP Printing
• Mall Activity, Road Show etc.
1. Are tailored to reach a mass audience Are targeted to individual consumers, based on
their expressed needs and preferences
2. Establish brand identity or reinforce emotional
concepts surrounding a product or brand
Issue a ―call-to-action,‖ inspiring specific
customer activity or tailored messages about a
product or brand
3. May or may not drive customer response Drive individual responses
4. Are difficult – if not impossible – to measure with
any accuracy
Are highly measurable, allowing marketers
insight into their return-on-investment, as well as
those tactics that are (and are not) working
5. Cater to the mass market Establish one-to-one relationships between
consumers and marketers

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Functional Objective of the Position:
To create brand awareness & visibility (Videocon) among the target customers and ensure
brand penetration in the targeted market segments. Improve Brand Visibility and recall index.
1. Job Description
I. Promotional Activities
 Responsible to work on building the product road map. Analyse and track the
competition activities to build product positioning and promotion strategy
 Interacting and understanding the promotional requirements of the business from
respective teams.
 Developing the marketing calendar and panning promotional campaigns as per
marketing calendar.
II. Shop in Shop
 Deployment of 100% fixtures as per the plan
 Develop and execute new concepts and innovative stands for festivals and events
III. Mall activation
 Concept Building : keep a regular track of the competitor activities and customer
requirements and basis same build the concept and road map for promotional
activities
 Event planning: Responsible to develop the budget and detailed plan in
coordination with all the stakeholders to ensure successful execution.
 Vendor Management: Responsible to develop new and effectively manage old
vendors. Carries out negotiations to ensure cost advantage and keeps regular
contact.
 Event Management: - Responsible to identify new venues and coordinates with all
the stakeholders and vendors to execute the promotional activity/ event as per the
plan in a cost effective manner.

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CHAPTER-4
LEARNING EXPERIENCE AND
PROJECTS DONE

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PROJECT 1
Request for quotation (RFQ)
1. Objectives
Benchmarking the Rates of Inshop branding materials, Signage & Stands and hence
preparing an RFQ for Focus India Market (South, North) of Videocon.
2. Purpose
The purpose of Rate for Quotation (RFQ) is to short list the Vendor L1, L2 for inshop
branding and signage boards with specified specifications required frequently for
branding at 18 branches for the period of 1 year at rates Quoted by vendors.
3. Scope of the Project
 To smoothen the process of AN’s for all categories of events, branding and other
activities done at branch level.
 To ensure best support from vendors and ensure that their invoices are processed on
fast track and payments done within stipulated timelines.
 Payment to vendors within 45 days @ rates finalized for 1 year.
 To ensure best rates of the material, so that BMO’s and Regional Manager do not
waste their time in negotiation each time.
4. Project background
Inshop branding Materials and Signage boards are required by BMO for Dealers for the
purpose of branding of Videocon Products. Many a times there is delays in payments to
Vendors or Approval for branding is not given because of fluctuations in the rates quoted or
other factors. For which BMO has to each time negotiate with the vendors and
implementation of branding is delayed, or the vendor rejects to work in future with the
company because of the payment issues.

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5. States covered
1. Tamil Nadu 9. Vijayawada
2. Chennai 10. Vizag
3. Salem 11. Kolkata
4. Coimbatore 12. Siliguri
5. Cochin 13. Asansol
6. Calicut 14. Patna
7. Hyderabad 15. Ranchi
8. Warangal 16. Madurai
6. RFQ Submission Material Requirements
Non Lit Boards , Glow Sign Boards , Acrylic signage , ISB with Acrylic Sheet , Stands ,
Wooden Cut Outs
7. Methodology
1. Communication with regional and branch marketing teams were done regarding the
Request For quotations.
2. Marketing materials specifications were shared with branch & regional Marketing
teams according to MOQ (Minimum order Quantity) for quoting the rates.
3. Timeline of 15 days were given to BMO’s for submitting the quotations of the
vendors to the corporate office.
4. BMO’s were contacted regularly to inform them about the deadlines for submission of
rates and tried solving the issues faced for arranging the quotes from vendors.
5. Issues of Vendors were sorted out.
6. All Branch marketing & Regional Marketing teams shared their rates with corporate
office.
7. All data was collated and compiled to One Sheet as per the Branch basis.
8. For shortlisting the vendors to negotiate and decide upon which vendor to consider
the L1, L2 vendor on the basis of past financial Dealings.
9. Branch Marketing Teams were informed about the missing rates sent by the vendors
and the vendors were asked to resubmit the revised rates.
10. Evaluation and Preparation of benchmark rates were done.
11. Benchmark rates were then shared with BMO’s for the purpose of reference to
negotiate with vendors and bring down the rates close to the set benchmark rates.

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12. Negotiated rates of the vendors were resubmitted to the corporate office ,
13. BMO’s who were not able to bring down the rates from vendors were contacted
through a conference call comprising of a member from corporate team, BMO and
vendor for negotiation.
14. BMO’s were contacted regularly at each step.
15. Installation, Recce & Transportation were increasing the overall cost of the materials,
so BMO’s were informed to make it on the basis of actual cost.
16. Vendors for L1, L2 were decided on the basis of rates quoted by them.
17. Rates were then finalized under the guidance of my mentor.
18. Finalized rates were shared with the finance department, Branch Team and the BTL
team.
19.
Format & Specifications (Benchmark Rates) refer to Annexure 1 & Annexure 2

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Project -2
Dealer Meet Process Manual
1. Purpose of the DealerMeet Process
 A standard reference guide and support for CMO, Managers of the Marketing
Department and Members of the Organizing Committee to successfully Plan,
Implement, Execute and Post Analyse the different types of Dealer Meets.
 The background information to understand the necessary requirements for
conducting Events / Meets across all Verticals.
 Exhaustive list of issues that need to be considered when planning a dealer meet.
 This manual contains standard templates that will assist in the conduct of various
Events/Meets.
2. Objective
To standardized and simplify processes in order to conduct various dealer meets across
Videocon Industries.
3. Background
Videocon Industries frequently conducts Dealer Meets both domestic and International
which reflects on the overall brand image and reputation of the Organization. It is
therefore crucial that the highest level of professionalism is brought to the Planning,
Management and Execution of these meets.
Regardless of the size and type, Dealer meets play an important role in the positive
presentation and positioning of Videocon Industries CE/HA to our local, national and
international dealers and trade partners, often involving VIP guests and celebrities. Dealer
Meets are an opportunity to showcase and build on the Organization’s Corporate and
Social profile; being a reputation of a Young, Innovative and Competent brand.

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4. Types of Dealer Meets
1. Foreign Trip Scheme Dealermeet
In this type of dealer meet the dealers are taken abroad for a tour. The dealers are selected
basis on the past performance or the parameters set by Sales team. The tour itinerary consist
of visit to new places and it contains a Gala dinner/lunch where there is presentation made by
sales team to the dealers. The agenda of Presentation is decided by Sales team. Such types of
dealer meets are planned in advance as it contains Air travel whose cost is high. Very high
coordination required with dealers to arrange for Passport, Tickets, etc.
Objective: To appreciate, reward and make the dealers aware of Videocon’s associates
with prestigious events.
2. Product Launch
This type of dealer meet is held to introduce a new product launched to the trade partners.
This event is used to showcase the company’s growth plan, Product planning portfolio, to
show research and development strength. This enhances Dealers trust in the company’s future
plan and they will be positive of doing business with Videocon. To make this work, an
exciting program (launch & scheme) is provided to the dealers that will convince them that
the product will sell through in future.
Objective: To showcase and demonstrate the new product to the stakeholders, trade
partners and media
3. Scheme Launch
Festivals play a very important role in Trade. The demand for the CE-HA products increases
drastically during the festival period. To take maximum advantage of such festivals Company
launches special schemes and discounts for Dealers to push their products in the market.
However a proper analysis needs to be done about the type of scheme to be launched. To
communicate such schemes to dealers, an event is organized wherein all trade Partners are
called and communicated about the scheme. This platform helps them to directly interact with
company officials and clear their doubts about the scheme. Festivals like Durga Pooja,
Diwali, and Onam etc. are considered for such type of Dealer meet.
Objective: To pump up the dealer for the festivals and show them the support being
extended in form of marketing, service etc.

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4. Incentive: Dealer Scheme and Consumer Scheme.
This type of dealer meet is organized to increase the Dealer confidence and to communicate
the dealers about the extra benefit they are getting to push the products. Sales/purchase
pushers promote sales in a particular season to maximize results. If your business is seasonal,
you’ll want to make sure you profit as much as possible from the potential business in the
strongest sales period. Similarly, we can use schemes programs to boost sales in normally
slow periods.
Objective: To motivate the dealers to increase sales of products.
5. All Invite dealer meet
In this type of dealer meet, we simply invite dealers to special meetings that blend motivation
and entertainment. Selection of attendees is handled by the Sales team as communicated from
the Marketing team. In a special case we may also showcase our latest technology. Examples
of such events are IPL, CEAMA, ASSOCHAM Event, Encouraging young trade partners and
dealers etc.
Objective: To entertain, appreciate and make the dealers aware of Videocon’s associates
with prestigious events.
Deciding the type of Meet & Identification of Dealers
Some of the questions need to be addressed for Dealer Meet:-
a) What type is the dealer meet?
b) Who is organizing the dealer meet?
c) At what level is the meet organized?
d) Who are we inviting to attend?
e) What is the profile of the typical dealer (local/ outstation)/ trade partner?
f) How many do you expect to attend?
g) If employees, are they expected to attend?
h) Will there be international attendees?

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Depending upon the dealer meet and need, the Marketing team gives an approximate figure
to the Sales team to classify and generate the list of dealers.
The sales team then prepares a list of dealers to be invited to the event/dealer meet. The
selection criteria is purely based on the Sales team based on the type of dealer meet.
A sample format to organize the details of dealers in Process 2 (Annexure 4)
Methodology:-
Preparing a standardized Checklist File for Branches and for corporate office to to
successfully Plan, Implement, Execute and Post Analyse the different types of Dealer Meets.
For Process of Dealer meet refer to (Annexure 5, 6, 7, 8)

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Project -3
Sponsorship/ Events Process & Activities
1. Objectives of Sponsorship:-
 Enhancing Image/Shaping Consumer Attitudes
 Driving Sales
 Creating positive publicity/heightening visibility
 Helping with good "Corporate Citizen" role.
2. Purpose :
 Used primarily to reach specified business goals.
 Enhancing business, consumer and VIP relations
 Differentiating from competitors
3. Background
A large number of events these days use sponsorship support to offer more exciting programs
and to help defray rising costs such as IIFA awards, IPL Indian Soccer League. Sponsorship
allows you to reach specifically targeted niche markets without any waste. In addition, it is a
powerful complement to other marketing programs, in addition to having a dramatic
influence on customer relations.
4. Developing a SponsorshipProgram :-
 Analyze the current situation
 Define the sponsorship objectives
 Agree the strategy
 Develop the tactics
 Define the target audience
 Consider what resources are needed to make the sponsorship a success.
 Preparing a process chart for sponsored program

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5. Types Of Sponsorships :-
1. Event Sponsorships
This is when an advertiser takes on a portion, or all, of the costs of an event in exchange for
advertising spots and prominent mention as a sponsor. Some companies sponsor events
because they believe in the merits of the event. Others sponsor events that closely tie to the
brand and its image, such as awards. The involvement of the sponsor in the actual event
varies. Some pay their sponsor fees and get certain sponsor mentions. Others participate in
the event itself. Company logo featured on front of podium during Awards Ceremony.
2. Title Sponsorship
This type of sponsorship is where companies sponsors a team or some event for
getting a title or its brand and its image with the title. Title Sponsor name and logo
will be integrated into the event branding. Title Sponsor will receive "top billing" in
all advertising and promotion and on all event signage and materials.

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3. Media Sponsorship
When organizations or events need help with promotion, they'll look for a media
sponsor, particularly if they're interested in high-profile promotion in major daily
newspapers, or on television and radio networks with large local and regional
audiences. A media sponsor provides with free promotions, free advertising space or a
combination of both. In return, the organization will provide media sponsors with
visibility.

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Project -4
SOP (Standard Operating Procedure)
1. Background
The Videocon Home Appliance products require documents submitted to concerned
managements controlling the maintenance of the products displayed.
For other security and maintenance related documents, it is good practice and common
procedures must be in place to ensure the accountability, traceability, and consistency of
these documents.
2. Purpose
The purpose of this Standard Operating Procedure (SOP) is to describe the standard
procedures to be followed for the management of controlled documents related to
display of Videocon products at cafeteria of Videocon (Corporate office) ( Udyog
Vihar 296, Phase 2 ).
3. Scope
Controlled documents related to maintenance, security, training, décor, product buying
process, product POSM, participant information sheet, informed consent form,
advertisements. Others include subject diaries, departmental and study specific SOPs,
organisation chart, training matrix and work flow instructions.
Checklist of Products Displayed:-
Products Displayed
 Refrigerator  Air Conditioners
 LED TV  Mobile Phones
 Washing Machines  Other (List here):
LED TV
 Below 32 Inches  32 – 42 inches
 42 above
Washing Machines
 Fully automatic Top Load  Semi-Automatic
 Fully Automatic Front Load
Air Conditioners ( Split AC)
 1 Tonne Split Ac  1.5 Tonne Split Ac
Refrigerator
 REF-FF  REF-DC
 REF-SBS
Others
 Mobile Phones  Oxy Fryer

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Checklist of Display Requirements:-
SOP checklist
Availability
YES
Availability
NO
Don’t
Know
1) General Display Requirements
a) Stands for LED available   
b) Availability of electrical sockets   
c) Provision for extension cords   
d) Proper lighting at display area   
e) Sitting Availability near Display area   
f) Stands for Air Conditioners   
g) Podium for Washing machines/ Refrigerator   
h) Availability of Mobile stands   
i) Availability of Camera supervision at Display area.   
4. Products to Be Displayed
PROCESS FOLLOWED FOR DISPLAYING OF PRODUCT
A. PRODUCT DISPLAY
 LED TVs / 4K TV
 Washing Machine
 Mobile Phones
 Refrigerator
 Ac ( Wi-Fi Ac)
B. DISPLAY STAND
 LED Stands / 4k Stands
 Mobile Stands
 AC Stands
 Base For Refrigerator and washing machines

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C. FEATURE CARDS
Feature cards of each product should be displayed & should contain all information of the
product and price of product should be mentioned clearly with the information of the
concerned department to contact for purchase from employees.

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Project – 5
Corporate Gifts & Promotional Gifts
1. Background
Corporate gifts can be devised into
 Business Corporate gift
 Promotional Corporate Gift
 Business Corporate gift are something that is given to your business associate, clients
or your employees on special occasions like Diwali, Christmas, New Year etc.
 Promotional Corporate Gifts are send with customised and personalised message to
your customers or prospective customers so that they can knew about the new product
that the company has launched.
2. Purpose :-
 Promotes the name of company with brand name written on them.
 It makes your logo popular in the market so that people can easily identify you easily
 It works as a speciality advertising for your new product.
3. Methodology :-
1. Requirement of some corporate gift was generated to be used during the launch of
new LED TV (Liquid luminous) and IIFA Awards.
2. Contacted vendors for the sample of products.
3. Product was finalised after the samples were received, and rate was negotiated with
the vendors.
4. Logo for customization on the gift was circulated to the vendor and a sample of
customised gift was received at office.
5. Purchase Order of the Product was send to vendor.
6. Products were received as per the delivery date. &
Prepared an excel file along with presentation of gifts items for future reference

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CreditCard Pendrive forIIFA Awards
Source:- Sample PicReceivedfromVendor
Promotional Giftof New Led TV
Source:- Sample PicReceivedfromVendor

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4. List of items:-
S.No Product Code ITEM MRP Min. qty Size of product
1. 39205012 3 candle stand ₹ 338.00
2. 39205024 Metal Zinc Swan ₹ 156.00 50 Size : 26*5*4 cm
3. 39205024 Metal Silve Swan ₹ 156.00 50 26*5*4 cm
4. 39205055 Golden Dabbi (12 pcs) ₹ 144.00 12 3.5*3.5*2.5 cm
5. 39205060 Musician Set (5 pcs) ₹ 480.00 6 15*14*10 cm
6. 39205034 Swan Small ₹ 294.00 12 27*7*4.5 cm
7. 39205036 Swan Large ₹ 687.00 12 45*5*10 cm
8. 40201408 Marble Flower Pot ₹ 656.00 1 9 inch
9. 40201403 Marble Pooja thali ₹ 179.00 24 6 inch
10. 40201409 Marbel choki & raja ganesh ₹ 271.00 6 6*6 inch
11. 22201210 ABS 010 ₹ 385.00 1 12*15 inch
12. 22201214 ABS 014 ₹ 429.00 1 13*16
13. 22201216 ABS 0016 ₹ 385.00 1 11*15 inch
14. 22201235 ABS 035 ₹ 429.00 1 13*18 inch
15. 22201278 PAN 073 ₹ 473.00 1 15 inch
16. 22201292 PAN 098 ₹ 473.00 1 15 inch
17. 22201291 PAN 097 ₹ 473.00 1 12 inch
18. N 32014
19. E 1222014 4 layer Toiletry kit ₹ 348.00 1
20. 311863 Double Parrot ₹ 250.00 1 24*16*20 cm
21. Golden Horse
22. 311769 Dancing radha krishan ₹ 270.00 3 27*15*5.5 cm
23. 311777 Makhan Chor Big ₹ 525.00 3 39*28*18 cm
24. 311234 Ganesh ji Dholak ₹ 130.00 1 15*6*6 cm
25. 300012 EP Ram Darbar ₹ 870.00 1 29*27*17 cm
(Source: - Prepared from Vendor Site, BatraNovelties.com)

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Chapter – 5
Conclusion & Recommendations
Conclusion:-
My Twelve weeks of internship have been a great experience for me in practical world of
branding and corporate marketing. Videocon has offered me opportunities to learn and
develop myself in. I gained a lot of experience, especially in the field of Home appliances
marketing...
Before my internship started my ideas did not match the experiences have gained during my
internship. There is a big difference in the college projects and the tasks and activities during
the actual work. In college we learn how to describe the work in projects, where in work you
learn how to implement them in reality. This internship was definitely an introduction to the
actual work field for me. I have learned to work in a business Organization and apply my
knowledge into practice and apply my creativity into marketing.
As it is the last week of my internship, I can honestly say that this experience has surpassed
my expectations. Ever since my first day on the job I have felt like member of the Videocon
family. The team spirit in the office fosters a great work environment; I was not considered
‘just an intern’. The open-concept office and size of the team allowed me to see and hear
everything that was going on at all times. I constantly felt as though I was gaining positive
experience just from what was going on around me. Within the first few weeks of my
internship, I have gained new knowledge, skills and met many new people. I achieved several
of my learning goals, however for some the conditions did not permit. I got insight into
professional practice.
At Videocon Industries I learned many things related to corporate marketing, branding and
get insight about different processes in the industries. The Major part that I learned was print
media ,branding materials and various activates done for home appliances at the time of
launch of a new product as well as for Inshop branding of appliances The internship was also
good to find out what my strengths and weaknesses are. This helped me to define what skills
and knowledge I have to improve in the coming time. My time at Videocon has provided me
with practical skills

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Suggestions:
 Work allocation should be distributed equally to each employee in each department.
 Videocon should spend more on branding materials and improve the quality as there
competitor LG, Samsung and Sony spend lots of money on Branding and the quality
of Branding is far better than Videocon Group.
 Some of the big retail chains do not keep Videocon Group products; if they buy the
space and setup experience zone where they can keep their 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.
 Environment should be more friendly while interaction with employees/Supervisor.

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Limitations:
In spite of working under the banner of such a magnificent company and also under the
guidance of highly matured, capable, and understanding people certain constraints do played
the role of hindrance in the way of accomplishing the assigned task. I would definitely like to
share those aspects too.
 Due to BMO’s & Regional Managers resigning on a rapid pace in various branches,
could not collect the data of vendors from that regions.
 Poor management system.
 Non-cooperation shown by certain vendors and their ignoring attitude
 Non- cooperation from the finance department for payment to vendors which results
in late delivery of products or unwilling to work with the company in future.

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Bibliography:
References:
Websites-
1) www.videoconworld.com
2) www.wikipedia.com
3) www.batranovelties.com
4) www.kenstar.com
5) www.sansui.com
6) www.Videocon.com
7) https://videoconworld.com/our-management
8) https://www.facebook.com/VideoconIndustries
9) Reference from Videocon Corporate office ,Gurgaon & Archive’s
10) https://www.facebook.com/VIDEOCON
Books:-
1) Gadget Guru Magazine
2) Videocon Induction Handbooks

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Annexures
Annexure 1:- Signage (Outdoor Branding)
Annexure 2:- InShop Branding

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Annexure 3:- Step by step Process (Snapshot of mail circulated)
(Snapshot of Mail Circulated to BMO’s & Regional managers)
Annexure 4:- Dealer /Event Meet Brief
Process - 1
(Table: - Dealer Event/Meet Brief)

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Annexure 5:- Dealers Details to be invited for the meet
Process -2
(Table: - Dealers Details to be invited for the Meet)
Annexure 6:- Budgeting of Agency
Process-3
{Table: - Budgeting of Agency (if Hired)}

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Annexure 7:- Checklist of Product display
For Product Display and Installation (If Required)
Sr.
No Activity
Checked
(Y/N)
Remarks
1
DDB AV, VIL TVC , Corp AV and AVs & TVCs of SAN
and KEL - Product details to be finalised
2 Logistics for product display
3
Placement of products to be pre-planned. Showcase Products
to be placed at prominent positions
4
Product availability - Please review list of all products that
are being displayed
5 AC Wall / DDB Promo Table for Display
6 Platforms for Ref / WM Display
7 DDB Display Stands
8 Service Team Intimation, On Time Availability
9 Product Arrangement - on the day of event
10 Product Installation
11 Product Ribboning & Merchandising
12 Audio-Video Arrangements
13 3D Display Content
14 d2h Connectivity @ Dealer Meet Location
15 HDMI Splitters for D2h 8/4 Output
16
Ensure Adequate Plug points for all the FPD on Display,
HDMI Generator with Cord
17 Availability of On-product stickers / POS
18 Well trained and groomed ISD for Demonstration
19 Product Display and Demo during event
20 Corporate Film
{Table: - Product Display Checklist}

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Annexure 8:- Task checklist Before Meet
Task Checklist - before Commencement of the Dealer Meet
Sr.
No. Task Checked (Yes/No) Remarks
1 Event Details
Event Place & Time
Event Agenda
3 Accommodation & Conveyance
Hotel to fro - Venue
VIP conveyance & Stay
F&B arrangements
4 Venue - Site Plan
Staging & Decoration
Infrastructure
Catering - F &B
Security
Risk Management Plan
5 Event Promotion
Branding
Communications
6 Event Flow
Speeches/Presentations
Emcee/Speakers/Hostess/Bouncers
Corporate Film/Videos
Dealer Kit/Gift
ISD/Photographer/Videographer
{Table: - Task Checklist of the Event}

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