CHAPTER - I                                   1.1 INTRODUCTION       “Marketing is a societal process by which individuals...
1.2 OBJECTIVE OF THE STUDYPRIMARY OBJECTIVE:   To compare the marketing attributes of the home appliances (refrigerator a...
1.3 SCOPE OF THE STUDY       By this study the company can get a lot of information about their competitors in themarket r...
1.4 LIMITATION OF THE STUDY The study is being conducted in Chennai city only. So the results cannot be applied to   any ...
1.5 INDUSTRY PROFILE        The Electronics Industry in India took off around 1965 with an orientation towardsspace and de...
present. India is also an exporter of a vast range of electronic components and products for thefollowing segments• Displa...
• Telecom equipment• Transmission & Signaling equipment• Semiconductor designing• Electronic Manufacturing Services (EMS)T...
OEMs primarily outsource manufacturing to cater to the Indian domestic market, althoughexport of Indian-assembled electron...
•   Highly talented workforce, especially for design and engineering services with    good communication skills.•   Rising...
1.5 COMPANY PROFILE       In early 80s Nandlalji initiated his three sons - Venugopal, Rajkumar and Pradeepinto business. ...
Microwave Ovens     Refrigerator   Washing Machines Air ConditionerNew Home AppliancesWashing Machines:Front LoadingTop Lo...
2.1 REVIEW OF LITERATUREMARKETING MIX:The four main components of the marketing mix are,      Product      Price      P...
be in specific the market leader is the brand which has the maximum market share atpresent.       We are identifying the m...
2.2 RESEARCH METHODOLOGY        According to D.Slesinger and M.Stephenson in the encyclopedia of socialsciences define res...
2.2.7 Tools used for analysis    Percentage Analysis       The percentage refers to a special kind of ratio. Percentage i...
3.1 DATA ANALYSIS AND INTERPRETATION             3.1.1. SEGMENT OF VIDEOCON WASHING MACHINETABLE 3.1.1 SHOWING SEGMENT OF ...
3.1.2 SEGMENT OF VIDEOCON REFRIGERATOR MOVES FASTER IN THE                                           MARKET  TABLE 3.1.2 S...
3.1.3 SEGMENT OF BRAND HAS STYLISH AND ATTRACTIVE EXTERIOR                                        FINISH       TABLE 3.1.3...
3.1.4 SEGMENT OF DO YOU TRUST VIDEOCON       TABLE 3.1.4 SHOWING SEGMENT OF DO YOU TRUST VIDEOCON                         ...
3.1.5 SEGMENT OF PRICING OF VIDEOCON PRODUCTS   TABLE 3.1.5 SHOWING SEGMENT OF PRICING OF VIDEOCON PRODUCTS               ...
3.1.6 SEGMENT OF PROFIT MARGIN OF SELLING VIDEOCON PRODUCTS      TABLE 3.1.6 SHOWING SEGMENT OF PROFIT MARGIN OF SELLING  ...
3.1.7 SEGMENT OF COMPANY GIVES YOU MORE PROMOTIONAL OFFERS      TABLE 3.1.7 SHOWING SEGMENT OF COMPANY GIVES YOU MORE     ...
3.1.8 SEGMENT OF DIRECT COOL REFRIGERATORS    TABLE 3.1.8 SHOWING SEGMENT OF DIRECT COOL REFRIGERATORS                    ...
3.1.9 SEGMENT OF FROST FREE REFRIGERATORS     TABLE 3.1.9 SHOWING SEGMENT OF FROST FREE REFRIGERATORS                     ...
3.1.10 SEGMENT OF SEMI AUTOMATIC WAHING MACHINES      TABLE 3.1.10 SHOWING SEGMENT OF SEMI AUTOMATIC WAHING               ...
3.1.11 SEGMENT OF FULLY AUTOMATIC WAHING MACHINES     TABLE 3.1.11 SHOWING SEGMENT OF FULLY AUTOMATIC WAHING              ...
3.1.12 SEGMENT OF PREFERENCE OF VIDEOCON   TABLE 3.1.12 SHOWING SEGMENT OF PREFERENCE OF VIDEOCON    Particulars          ...
3.1.13 SEGMENT OF VIDEOCON PRODUCT WHICH WILL BE SUGGESTED                         FOR BUYINGTABLE 3.1.13 SHOWING SEGMENT ...
3.1.14 SEGMENT OF PRODUCT COMES TO MIND ON THE HEARING THE                                NAME VIDEOCON  TABLE 3.1.14 SHOW...
3.1.15 SEGMENT OF TV BRAND YOU PREFER THE MOST  TABLE 3.1.15 SHOWING SEGMENT OF TV BRAND YOU PREFER                       ...
3.1.16 SEGMENT OF PREFERENCE OF A/C MOSTTABLE 3.1.16 SHOWING SEGMENT OF PREFERENCE OF A/C MOST       Products             ...
3.1.17 SEGMENT OF PREFERENCE OF TV BRAND MOST   TABLE 3.1.17 SHOWING SEGMENT OF PREFERENCE OF TV BRAND                    ...
3.1.18 SEGMENT OF PREFERENCE OF MICROWAVE BRAND                                          THE MOST            TABLE 3.1.18 ...
3.1.19 SEGMENT OF PROMOTION ATTRACTS YOU TOWARDS                                         THE VIDEOCON  TABLE 3.1.19 SHOWIN...
3.1.20 SEGMENT OF FEEL WHILE USING THE VIDEOCON                         PRODUCT  TABLE 3.1.20 SHOWING SEGMENT OF FEEL WHIL...
3.1.21 SEGMENT OF ADVERTISEMENTS MAKE YOU TO BUY                           THE VIDEOCON PRODUCTS TABLE 3.1.21 SHOWING SEGM...
TESTING THE DATA USING KRUSKAL – WALLIS OR H - TEST  TABLE SHOWING THE PERCENTAGE OF SALES ON DIFFERENT CONSUMER          ...
Table of RanksPercentag     2    2   2    3         3   3    3        5   5        5                    6   6   7   8     ...
ConditionIf the value of H > ψ² , Null hypothesis is rejected.If the value of H > ψ² , Alternative hypothesis is rejected....
TESTING USING WEIGHTED AVERAGE METHOD            DESCRIPTION                    NUMBER OF DEALERSVERY HIGH THAN OTHER BRAN...
AVD Scale:                                                 (2.61)                                        Lower Than Other ...
3.2 FINDINGSFrom the Survey it is found that 76% of them are category fully auto, 24% of therespondents are in the semi au...
From the Survey it is found that 60% of the respondents are in the whirlpool, 52%of them are category of SAMSUNG, 34% of t...
From the Survey it is found that 33% of the respondents are in the LG, 33% ofthem are category of SAMSUNG,18 % of them are...
3.3 SUGGESIONS1. Videocon is lagging the leader ship in Frost free segment with a small percentage   difference and this c...
3.4 CONCLUSION       This project work was done to “compare the marketing attributes of homeappliances made by different m...
ANNEXURE                      ------VIDEOCON INDUSTRIES------                               QUESTIONNAIREHello! I am A.vik...
2. Rank the brands as per the highest sales in direct cool (single door) refrigerators?(1- Strongly Agree,     2- Agree,  ...
5. Rank the brands as per the highest sales in fully automatic washing machines?(1- Strongly Agree,    2- Agree,     3-Neu...
9. How is the profit margin in selling Videocon products?       Very low than other brands       Lower than other brands...
12. What do you prefer to Videocon? (Tick any 1)    Brand Name    Quality13. Which product in Videocon you would suggest...
17. Which brand A/C you prefer the most?     Lg     Samsung     Videocon     Voltas18. Which brand refrigerator you pr...
21. How do you feel while using the Videocon product?     As a status symbol     As a pride     Just feeling ok     Ot...
BIBILOGRAPHYReferred books:     1. Marketing management by philip kotler 11th edition,     pearson education.     2. Stati...
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Vikram

  1. 1. CHAPTER - I 1.1 INTRODUCTION “Marketing is a societal process by which individuals and groups obtain what theyneed and want through creating, offering, and freely exchanging products and services ofvalue with others”. Marketing is the function by which marketers’ plans, promotes anddelivers goods and services for customers and clients. In the context of marketing of services,we can say that marketing is the creation and delivery of customer satisfying products orservices at a profit to the suppliers or provider of the products or services. Management mustthink of itself not as producing products as it is catering to the consumers through retail outletsbut as providing the expected right quality to the users and ultimately should aim at rightquality. In this project we try to compare the marketing attributes that play a vital role inmarketing the home appliances such as refrigerators and washing machines. The maincompetitors for the Videocon are LG, Samsung, Godrej. The Videocon and IFB are alsoconsidered as competitors in few segments.The comparative study is done on the core marketing attributes such as  The various ranges of products that is available with all the brands.  The key features of all the available products.  The cost of all the available products. 1
  2. 2. 1.2 OBJECTIVE OF THE STUDYPRIMARY OBJECTIVE:  To compare the marketing attributes of the home appliances (refrigerator and washing machine) of the leading brands in the market.SECONDARY OBJECTIVE:  To find out the leader in Sales at present in the market.  To find out the fast moving products of Videocon. 2
  3. 3. 1.3 SCOPE OF THE STUDY By this study the company can get a lot of information about their competitors in themarket related to the product. Also they can improve their product and service levels in respectto the cost and quality of the product and they are able to find out the fast moving products ofVideocon in the market and the various suggestions from the dealers will be helpful toimprove the company in different aspects. This study will provide the details of the entire range products in refrigerator andwashing machine segment that the competitors has and the price of each product so that the wecan identify the marketing attributes in which our company is lagging and those which arehelping us to lead the market. Finally, the study will be able to provide the market leaders in each segment in thecurrent prevailing market. 3
  4. 4. 1.4 LIMITATION OF THE STUDY The study is being conducted in Chennai city only. So the results cannot be applied to any other place. The sample size is limited to 100samples. The prices of the products are as on project duration and they can vary at any point of time. Respondents are reluctant to answer the questions during their work hours. 4
  5. 5. 1.5 INDUSTRY PROFILE The Electronics Industry in India took off around 1965 with an orientation towardsspace and defence technologies. This was rigidly controlled and initiated by the government.This was followed by developments in consumer electronics mainly with transistor radios,Black& White TV, Calculators and other audio products. Colour Televisions soon followed. In1982-a significant year in the history of television in India - the government allowedthousands of colour TV sets to be imported into the country to coincide with the broadcast ofAsian Games in New Delhi. 1985 saw the advent of Computers and Telephoneexchanges, which were succeeded by Digital Exchanges in 1988. The period between 1984and 1990 was the golden period for electronics during which the industry witnessedcontinuous and rapid growth.From 1991 onwards, there was first an economic crises triggered by the Gulf War which wasfollowed by political and economic uncertainties within the country. Pressure on theelectronics industry remained though growth and developments have continued withdigitalisation in all sectors, and more recently the trend towards convergence oftechnologies. After the software boom in mid 1990s Indias focus shifted to software. Whilethe hardware sector was treated with indifference by successive governments. Moreover thesteep fall in custom tariffs made the hardware sector suddenly vulnerable to internationalcompetition. In 1997 the ITA agreement was signed at the WTO where India committed itselfto total elimination of all customs duties on IT hardware by 2005. In the subsequent years, anumber of companies turned sick and had to be closed down. At the same time companies likeMoser Baer, Samtel Colour, Celetronix etc. have made a mark globally.Current ScenarioIn recent years the electronic industry is growing at a brisk pace. It is currently worth US$32 Billion and according to industry estimates it has the potential to reach US$ 150 billion by2010. The largest segment is the consumer electronics segment. While is largest exportsegment is of components.The electronic industry in India constitutes just 0.7 per cent of the global electronicindustry. Hence it is miniscule by international comparison. However the demand in theIndian market is growing rapidly and investments are flowing in to augment manufacturingcapacity.The output of the Electronic Hardware Industry in India is worth US$11.6 Billion at 5
  6. 6. present. India is also an exporter of a vast range of electronic components and products for thefollowing segments• Display technologies• Entertainment electronics• Optical Storage devices• Passive components• Electromechanical components 6
  7. 7. • Telecom equipment• Transmission & Signaling equipment• Semiconductor designing• Electronic Manufacturing Services (EMS)This growth has attracted global players to India and leaders like Solectron, Flextronics, Jabil,Nokia, Elcoteq and many more have made large investments to access the Indian market. Inconsumer electronics Korean companies such as LG and Samsung have made commitments byestablishing large manufacturing facilities and now enjoy a significant share in the growingmarket for products such as Televisions, CD/DVD Players, Audio equipment and otherentertainment products.The growth in telecom products demand has been breathtaking and India is adding 2 millionmobile phone users every month! With telecom penetration of around 10 per cent, this growthis expected to continue at least over the next decade. Penetration levels in other high growthproducts are equally high and growth in demand for Computer/ IT products, auto electronics,medical, industrial, as well as consumer electronics is equally brisk. Combined with lowpenetration levels and the Indian economy growing at an impressive 7 per cent per annum, theprojection of a US$150 Billion+ market is quite realistic and offers an excellent opportunity toelectronics players worldwide.1.3 Electronic Manufacturing ServicesIndia is well-known for its software prowess. But on the hardware front, the progress is ratherslow. However, the country has been making gains in this sector also. Already, 50Electronics Manufacturing Services (EMS)/Original Design Manufacturers (ODMs)providers are operating in India, ranging from global players including Flextronics andSolectron to indigenous firms including Deltron, TVS Electronics and Sahasra. Further movesby international players are expected to add production in India in the coming years.Obvious allure of locating electronics production in India is the nation’s low labor costs. Laborcosts for conducting electronics manufacturing in India are between 30 to 40 per cent less thanin the United States or in Western Europe. Other equally important benefits from operating inIndia include a fast-growing domestic market, an excellent education system, the nation’stechnology parks and the recent improvements in the country’s transit and utilityinfrastructure.However, the Indian contract-manufacturing industry is not expected to pose a significantthreat to China’s position as the epicenter of electronics manufacturing in the short term.India’s contract manufacturing activities primarily serve the nation’s indigenous demand. 7
  8. 8. OEMs primarily outsource manufacturing to cater to the Indian domestic market, althoughexport of Indian-assembled electronic goods does occur. In the longer term, i.e. 2009onward, it is predicted that India may compete with the Chinese providers in selectproducts as the nation’s share of the global electronics market increases.For OEMs, using contract manufacturing services in India can help them penetrate the localmarket. However, OEMs face specific risks associated with using contractmanufacturers in India. Fluid exchange rates combined with volatile oil and componentprices lead to unpredictable costs. Changing government policies along with shiftinggovernment regimes also contribute to an unpredictable political environment. Doingbusiness in India is often disjointed, with an inefficient bureaucratic system that causesfrequent delays. However, for OEMs able to manage these risks, the opportunity in India issignificant.The semiconductor fabrication segment has a small existing base in India with only twofabrication units, which both are developing chips for the defense and strategic sectors.However, semiconductor suppliers are expanding their manufacturing activities in India toserve the growing contract-manufacturing industry in the nation. As evidence of this trend,groundbreaking commenced on a 200 mm fabrication unit in Hyderabad operated by Nano-Tech Silicon India Ltd.Recent trends show that an increasing number of engineering and design activities are alsobeing outsorced to EMS companies and they are becoming ODMs (Original Designmanufacturers) and also provide final system integration and logistical supportThe recent acceleration in EMS activity is mainly due to rapid growth in the electronicHardware market in all segments particularly rapid growth has taken place in TelecomInfrastructure Equipment, computers, Consumer & Hand held devices.The Growth DriversBehind the impressive growth of the electronics industry is the robust and consistent growthin Electronic Hardware market of approximately 25 per cent due to a stable economy &large middle class of 350 million people. The fastest growing segments are demand fortelecom services particularly cell phones, internet subscribers & growth in demand for itproducts with increasing penetration of computers, falling prices & Governmentsupport to rapidly encourage usage of IT in all sectors. Penetration of telephone users (bothlandline & mobile) is projected to increase exponentially. Some of the other factors are 8
  9. 9. • Highly talented workforce, especially for design and engineering services with good communication skills.• Rising labor costs in China.• Presence of global Electronics Manufacturing Services (EMS) majors in India and their plans for increased investments in India.• More outsourcing of manufacturing by both Indian and global Original Equipment Manufacturers 9
  10. 10. 1.5 COMPANY PROFILE In early 80s Nandlalji initiated his three sons - Venugopal, Rajkumar and Pradeepinto business. Through a technical tie up with Toshiba Corporation of Japan, he launchedIndias first world-class color Television: Videocon. Today, Videocon is household nameacross the nation- Indias No. 1 brand of Consumer Electronics & Home Appliances, trustedby over 50 million people to improve their quality of life.MilestonesHistory:Home Appliances: 10
  11. 11. Microwave Ovens Refrigerator Washing Machines Air ConditionerNew Home AppliancesWashing Machines:Front LoadingTop Loading 11
  12. 12. 2.1 REVIEW OF LITERATUREMARKETING MIX:The four main components of the marketing mix are,  Product  Price  Place  PromotionThe study considers the two components, Product and Price. The comparative study is done on the core marketing attributes of the products (homeappliances) such as,  The various ranges of products that is available with all the brands.  The key features of all the available products.  The cost of all the available products.  The Market leading position of the various brands in each segment. So, the Ranges, Features, cost, and Market Leading position of all the brands arecompared to find out whether we lead or lag the competitors. Range of products, is theentire variety of products the company have in each segment of product category. Forexample range or variety of products available under 180 litres, direct cool refrigeratorswith the respective brand included for the study. The range of products is considered to be an important, as they satisfy thedifferent taste and preferences and expectations of the customers. Features of products,is the key features that the product has to perform its operation customer friendly. Eventhough there are various ranges of products they should have the essential features tosatisfy all kind of customers. The features of the product should be helpful to thecustomer in handling the product and to utilize the product to the optimum level. Price of the product, is also an important factor that makes the customer tochoose the brand for their purchase. Even though there are some customer who arewilling to buy the products that are available cheaper in the market, most of them arewilling to pay a high price for a quality product. So, the cost of the product plays a vitalrole in selecting the product. Market leader, is the brand that leads the market in sales on the specific productcategory. A brand can become a leader when it satisfies all the customer expectations. To 12
  13. 13. be in specific the market leader is the brand which has the maximum market share atpresent. We are identifying the market leadership because, to find out whether ourproduct’s range, feature and price satisfies the customer’s taste and preference. So, if ourbrand leads the market in particular segment, that denotes that our marketing attributes ofthe product are accepted by the customers. 13
  14. 14. 2.2 RESEARCH METHODOLOGY According to D.Slesinger and M.Stephenson in the encyclopedia of socialsciences define research as “the manipulation of things, concepts or symbols for thepurpose of generalizing to extent, correct or verify knowledge aids in construction oftheory or in practice of an art.2.2.1 Research design This study is also concerned with describing characteristics of particularindividual / group narrating facts, where descriptive is concerned with specific predictionsto determine the frequency with something else. It throws light on all the resourcesavailable for data.2.2.2 Source of data To obtain the needed information for this study primary data and secondary dataare used. The primary data was collected through formal questionnaire from the dealersand the secondary data from the present records.2.2.3 Data collection method The researcher has done through questionnaire technique for collecting data2.2.4 Sampling method A sample of elementary units that is being selected on the basis of personaljudgment is called as non- probability sampling. In this project I used purposive samplingfor my research work. Purposive sampling is the method of sampling by which a sampleis drawn from a population based entirely on the personal judgment of the investigator. Itis otherwise called as Judgment sampling or Deliberate sampling2.2.6 Sample size Sample size refers to the number of items to be selected from the universe toconstitute a sample. As it has suggested by the company 60 samples were taken for thepurpose of the study. 14
  15. 15. 2.2.7 Tools used for analysis  Percentage Analysis The percentage refers to a special kind of ratio. Percentage is used in makingcomparison between two or more series of data. Percentage is used to describerelationship. Percentage (%) = No. Of Respondents * 100 / Total Respondents.  Weighted average method When the relative importance of the different observations is not the same, wecompute weighted average method. The team “weight stands for the relative importanceof the different observations.  H – Test: This test is also known as Kruskal-Wallis Test that is used to test the nullhypothesis. The H value is calculated and is compared with the tabulated value to testthe hypothesis.The H value is calculated by,H = {[12N/(N+1)][R1²/N1+ R2²/N2+ R3²/N3+ R4²/N4]} – 3(N+1)ConditionIf the value of H > ψ² , Null hypothesis is rejected.If the value of H > ψ² , Alternative hypothesis is rejected. 15
  16. 16. 3.1 DATA ANALYSIS AND INTERPRETATION 3.1.1. SEGMENT OF VIDEOCON WASHING MACHINETABLE 3.1.1 SHOWING SEGMENT OF VIDEOCON WASHING MACHINE MOVES FASTER IN THE MARKET NUMBER OF PERCENTAGE PRODUCT TYPE DEALERS OF DEALERS SEMI AUTOMATIC 14 24% FULLY AUTOMATIC 46 76% 100 50 0 SEMI FULLY AUTO AUTO FIGURE 3.1.1InferenceFrom the above table it is evident that 76% of them are category fully auto, 24% of therespondents are in the semi auto. 16
  17. 17. 3.1.2 SEGMENT OF VIDEOCON REFRIGERATOR MOVES FASTER IN THE MARKET TABLE 3.1.2 SHOWING SEGMENT OF VIDEOCON REFRIGERATOR MOVES FASTER IN THE MARKET NUMBER OF PERCENTAGE PRODUCT TYPE DEALERS OF DEALERS DIRECT COOL 50 84% FROST FREE 10 16% 100 50 0 DC FF FIGURE 3.1.2InferenceFrom the above table it is evident that, 84% of them are category of direct cool and 16%of the respondents are in the frost free 17
  18. 18. 3.1.3 SEGMENT OF BRAND HAS STYLISH AND ATTRACTIVE EXTERIOR FINISH TABLE 3.1.3 SHOWING SEGMENT OF BRAND HAS STYLISH AND ATTRACTIVE EXTERIOR FINISH NUMBER OF PERCENTAGE OF BRAND DEALERS DEALERS SAMSUNG 35 58% LG 4 6% GODREJ 2 4% VIDEOCON 28 46% 70 58 60 50 46 40 30 20 10 6 4 0 SAMSUNG LG GODREJ WHIRLPOOL FIGURE 3.1.3InferenceFrom the above table it is evident that 58% of the respondents are in the Samsung, 46% ofthem are category of WHIRLPOOL 6% of them are category of LG, 4% of them arecategory of GODRE,. 18
  19. 19. 3.1.4 SEGMENT OF DO YOU TRUST VIDEOCON TABLE 3.1.4 SHOWING SEGMENT OF DO YOU TRUST VIDEOCON NUMBER OF PERCENTAGE OF DESCRIPTION DEALERS DEALERS GOOD QUALITY 52 86%ECONOMICAL PRICING 2 4% ATTRACTIVE DESIGN 12 20% SERVICE 1 2% 100 90 86 80 70 60 50 40 30 20 20 10 4 2 0 QUALITY PRICE DESIGN SERVICE FIGURE 3.1.4InferenceFrom the above table it is evident that 86% of the respondents are in the QUALITY, 20%of them are category of DESIGN, 4% of them are category of PRICE, 2% of them arecategory of service 19
  20. 20. 3.1.5 SEGMENT OF PRICING OF VIDEOCON PRODUCTS TABLE 3.1.5 SHOWING SEGMENT OF PRICING OF VIDEOCON PRODUCTS NUMBER OF PERCENTAGE OF DESCRIPTION DEALERS DEALERS LOWER THAN OTHER BRANDS 0 0% EQUAL TO OTHER BRANDS 7 12% HIGHER THAN OTHER BRANDS 53 88% 100 HIGHER, 88 80 60 40 20 EQUAL, 12 LOWER, 0 0 LOWER EQUAL HIGHER FIGURE 3.1.5InferenceFrom the above table it is evident that 88% of them are category of higher than otherbrands, 12% of them are category of equal to other brands, 0% of the respondents are inthe lower than other brands 20
  21. 21. 3.1.6 SEGMENT OF PROFIT MARGIN OF SELLING VIDEOCON PRODUCTS TABLE 3.1.6 SHOWING SEGMENT OF PROFIT MARGIN OF SELLING VIDEOCON PRODUCTS NUMBER OF PERCENTAGE OF DESCRIPTION DEALERS DEALERS VERY LOW THAN OTHER 0 0% BRANDS LOWER THAN OTHER BRANDS 26 43% EQUAL TO OTHER BRANDS 19 32% HIGHER THAN OTHER BRANDS 15 25% VERY HIGH THAN OTHER 0 0% BRANDS 60 40 20 0 FIGURE 3.1.6InferenceFrom the above table it is evident that43% of them are category of lower than otherbrands, 32% of them are category of equal to other brands, 25% of them are category ofhigher than other brands, 0% of the respondents are in the very lower than other brands,0% of them are category of very higher than other brands 21
  22. 22. 3.1.7 SEGMENT OF COMPANY GIVES YOU MORE PROMOTIONAL OFFERS TABLE 3.1.7 SHOWING SEGMENT OF COMPANY GIVES YOU MORE PROMOTIONAL OFFERS NUMBER OF PERCENTAGE OF BRAND DEALERS DEALERS SAMSUNG 23 38% LG 5 8% GODREJ 20 34% VIDEOCON 10 16% VIDEOCON 4 6% 40 38 34 35 30 25 20 16 15 10 8 6 5 0 SAMSUNG LG GODREJ WHIRLPOOL V.CON FIGURE 3.1.7InferenceFrom the above table it is evident that 38% of the respondents are in the Samsung, 34%of them are category of GODREJ, 16% of them are category of WHIIRLPOOL, 8% ofthem are category of LG, 6% of them are category of VIDEOCON. 22
  23. 23. 3.1.8 SEGMENT OF DIRECT COOL REFRIGERATORS TABLE 3.1.8 SHOWING SEGMENT OF DIRECT COOL REFRIGERATORS POSITION OF PERCENTAGE OF NUMBER OF BRAND THE DEALERS DEALERS BRAND VIDEOCON I 50 84% SAMSUNG II 38 63% GODREJ III 30 50% LG IV 23 38% WHIRLPOOL 90 84 80 SAMSUNG 70 63 GODREJ 60 50 LG 50 38 40 30 20 10 0 I POSITION IN II POSITION III POSITION IV POSITION SALES IN SALES IN SALES IN SALES FIGURE 3.1.8InferenceFrom the above table it is evident that 84% of the respondents are in the WHIRLPOOL,63% of them are category of SAMSUNG, 50% of them are category of GODREJ, 38%of them are category of LG. 23
  24. 24. 3.1.9 SEGMENT OF FROST FREE REFRIGERATORS TABLE 3.1.9 SHOWING SEGMENT OF FROST FREE REFRIGERATORS POSITION OF PERCENTAGE OF NUMBER OF BRAND THE DEALERS DEALERS BRAND SAMSUNG I 37 62% VIDEOCON II 32 53% GODREJ III 19 31% LG IV 17 28% 70 SAMSUNG 62 WHIRLPOOL 60 53 50 GODREJ LG 40 31 28 30 20 10 0 I POSITION IN II POSITION IN III POSITION IN IV POSITION SALES SALES SALES IN SALES FIGURE 3.1.9InferenceFrom the above table it is evident that 62% of the respondents are in the SAMSUNG,53% of them are category ofWHIRLPOOL,31 % of them are category of GODREJ, 28%of them are category of LG 24
  25. 25. 3.1.10 SEGMENT OF SEMI AUTOMATIC WAHING MACHINES TABLE 3.1.10 SHOWING SEGMENT OF SEMI AUTOMATIC WAHING MACHINES POSITION OF PERCENTAGE OF NUMBER OF BRAND THE DEALERS DEALERS BRAND VIDEOCON I 36 60% SAMSUNG II 31 52% LG III 20 34% VIDEOCON IV 17 28% GODREJ V 14 24% WHIRLPOOL 70 60 SAMSUNG 60 52 50 LG 40 34 VIDEOCON GODREJ 28 30 24 20 10 0 I POSITION IN II POSITION IN III POSITION IN IV POSITION IN V POSITION IN SALES SALES SALES SALES SALES FIGURE 3.1.10INFERENCE:From the above table it is evident that 60% of the respondents are in the wHIRLPOOL,52% of them are category of SAMSUNG, 34% of them are category of LG, 28% of themare category of VIDEOCON, 24% of them are category GODREJ. 25
  26. 26. 3.1.11 SEGMENT OF FULLY AUTOMATIC WAHING MACHINES TABLE 3.1.11 SHOWING SEGMENT OF FULLY AUTOMATIC WAHING MACHINES POSITION NUMBER PERCENTAGE BRAND OF THE OF OF BRAND DEALERS DEALERS VIDEOCON I 44 74% SAMSUNG II 36 60% IFB III 31 52% LG IV 22 36% GODREJ V 16 26% WHIRLPOOL 80 74 SAMSUNG 70 60 IFB 60 52 50 LG 40 36 GODREJ 30 26 20 10 0 I POSITION II POSITION III POSITION IV POSITION V POSITION IN SALES IN SALES IN SALES IN SALES IN SALES FIGURE 3.1.11INFERENCE: From the above table it is evident that 74% of the respondents are in theWHIRLPOOL, 60% of them are category of SAMSUNG, 52% of them are category ofIFB , 36% of them are category of , 26% of LG them are category of GODREJ. 26
  27. 27. 3.1.12 SEGMENT OF PREFERENCE OF VIDEOCON TABLE 3.1.12 SHOWING SEGMENT OF PREFERENCE OF VIDEOCON Particulars Respondents Percentage (%) Brand Name 40 67% Quality 20 33% 80 60 40 Respondents 20 0 FIGURE 3.1.12Inference From the above table it is evident that 67% of the respondents are in the brandname, 33% of them are category of quality. 27
  28. 28. 3.1.13 SEGMENT OF VIDEOCON PRODUCT WHICH WILL BE SUGGESTED FOR BUYINGTABLE 3.1.13 SHOWING SEGMENT OF VIDEOCON PRODUCT WHICH WILL BE SUGGESTED FOR BUYING Products Respondents Percentage Washing machine 15 25% TV 20 33% Refrigerator 10 17% Microwave oven 5 8% Air conditioner 10 17% 30 20 10 0 Washing TV machine Refrigerator Microwave oven FIGURE 3.1.13Inference From the above table it is evident that 33% of them are category of TV ,25% ofthe respondents are in the washing machine, , 17% of them are category of Refrigerator,17% of them are category of Air conditioner 8% of them are category of micro oven,. 28
  29. 29. 3.1.14 SEGMENT OF PRODUCT COMES TO MIND ON THE HEARING THE NAME VIDEOCON TABLE 3.1.14 SHOWING SEGMENT OF PRODUCT COMES TO MIND ON THE HEARING THE NAME VIDEOCON Product Respondent Percentage Washing machine 10 17 TV 30 50 Refrigerator 15 25 Microwave oven 5 8 60 40 20 0 FIGURE 3.1.14Inference From the above table it is evident that 50 % of them are category of Tv,25% ofthem are category of Refrigerator,17% of the respondents are in the washing machine, ,8% of them are category of micro oven. 29
  30. 30. 3.1.15 SEGMENT OF TV BRAND YOU PREFER THE MOST TABLE 3.1.15 SHOWING SEGMENT OF TV BRAND YOU PREFER THE MOST Particulars Respondents Percentage Lg 5 8 Samsung 20 33 Panasonic 5 8 Philips 3 5 35 30 25 20 15 10 5 0 Lg Samsung Panasonic Philips FIGURE 3.1.15Inference From the above table it is evident that 33% of them are category of Samsung ,8%of the respondents are in the LG, 8% of them are category of Panasonic, 8% of them arecategory of Philips. 30
  31. 31. 3.1.16 SEGMENT OF PREFERENCE OF A/C MOSTTABLE 3.1.16 SHOWING SEGMENT OF PREFERENCE OF A/C MOST Products Respondents Percentage LG 10 17 Samsung 20 33 Videocon 5 8 Voltas 25 42 50 40 33 42 30 17 20 10 8 0 Lg Samsung Videocon Voltas FIGURE 3.1.16Inference From the above table it is evident that 42% of them are category of VOLTAS,33% of them are category of SAMSUNG 17% of the respondents are in the LG, 8% ofthem are category of VIDEOCON. 31
  32. 32. 3.1.17 SEGMENT OF PREFERENCE OF TV BRAND MOST TABLE 3.1.17 SHOWING SEGMENT OF PREFERENCE OF TV BRAND MOST Products Respondents Percentage (%) LG 20 33% Samsung 10 17% Videocon 10 17% Whirlpool 20 33% Chart Title 35 30 25 Axis Title 20 15 10 5 0 Lg Samsung Videocon Whirlpool 33 17 17 33 FIGURE 3.1.17Inference From the above table it is evident that 33% of the respondents are in the LG, 33%of them are category whirlpool, 17% of them are category of Samsung, 17% of them arecategory of Videocon. 32
  33. 33. 3.1.18 SEGMENT OF PREFERENCE OF MICROWAVE BRAND THE MOST TABLE 3.1.18 SHOWING SEGMENT OF PREFERENCE OF MICROWAVE BRAND THE MOST Products Respondents Percentage LG 20 33 Samsung 10 18 Videocon 5 8 Whirlpool 5 8 Ken Star 20 33 35 30 25 20 15 10 5 0 Lg Samsung Videocon Whirlpool FIGURE 3.1.18Inference From the above table it is evident that 33% of the respondents are in the LG, 33%of them are category of SAMSUNG,18 % of them are category of VIDEOCON, 8% ofthem are category of WHIRLPOOL 8% 33
  34. 34. 3.1.19 SEGMENT OF PROMOTION ATTRACTS YOU TOWARDS THE VIDEOCON TABLE 3.1.19 SHOWING SEGMENT OF PROMOTION ATTRACTS YOU TOWARDS THE VIDEOCON Products Respondents Percentage Advertisement 20 33 Brand Name 18 30 Logo 12 20 Offers 10 17 33 35 30 30 25 20 20 15 17 10 5 0 Advertisement Brand Name Logo Offers FIGURE 3.1.19Inference From the above table it is evident that 33% of them are category of Offers , 30%of them are category of brand name , 20% of them are category of Logo ,17% of therespondents are in the advertisement. 34
  35. 35. 3.1.20 SEGMENT OF FEEL WHILE USING THE VIDEOCON PRODUCT TABLE 3.1.20 SHOWING SEGMENT OF FEEL WHILE USING THE VIDEOCON PRODUCT Particulars Respondents Percentage Status symbol 28 46 Pride 22 37 Feeling ok 10 17 50 45 40 35 30 25 20 15 10 5 0 Status symbol Pride Feeling ok FIGURE 3.1.20Inference From the above table it is evident that 46% of the respondents are in the statussymbol, 37% of them are category pride of them are category of feeling ok 17% of them. 35
  36. 36. 3.1.21 SEGMENT OF ADVERTISEMENTS MAKE YOU TO BUY THE VIDEOCON PRODUCTS TABLE 3.1.21 SHOWING SEGMENT OF ADVERTISEMENTS MAKE YOU TO BUY THE VIDEOCON PRODUCTS Option Respondents Percentage Yes 38 63 No 22 37 70 63 60 50 37 40 30 20 10 0 0 0 Yes No FIGURE 3.1.21Inference From the above table it is evident that 63% yes and 37% no. 36
  37. 37. TESTING THE DATA USING KRUSKAL – WALLIS OR H - TEST TABLE SHOWING THE PERCENTAGE OF SALES ON DIFFERENT CONSUMER PRODUCTS OF VARIOUS BRANDS FULLY DIRECT COOL FROST FREE SEMI AUTO AUTO REFRIGERATOR REFRIGERATOR WASHERS WASHERSVIDEOCON 84 53 60 74SAMSUNG 63 62 52 60 LG 38 28 34 36GODREJ 50 31 24 26 NULL HYPOTHESIS (H) : There is no significant difference in the sales of the different brand’s products. ALTERNATIVE HYPOTHESIS (H*) : There is significant difference in the sales of the different brand’s products. N = N1+N2+N3+N4 ; where N1,N2,N3&N4 are number of product segments in each brand =4+4+4+4 = 16. Arranging these percentages in ascending order of magnitude and assigning appropriate ranks, we have 37
  38. 38. Table of RanksPercentag 2 2 2 3 3 3 3 5 5 5 6 6 7 8 60 60 e 4 6 8 1 4 6 8 0 2 3 2 3 4 4 Ranks 1 11. 11. 1 1 1 1 1 2 3 4 5 6 7 8 9 0 5 5 3 4 5 6 Sum of Ranks VIDEOCON 16 10 11.5 15 52.5 =R1 SAMSUNG 14 13 9 11.5 47.5 =R2 LG 7 3 5 6 21=R3 GODREJ 8 4 1 2 15 =R4 H = {[12N/(N+1)][R1²/N1+ R2²/N2+ R3²/N3+ R4²/N4]} – 3(N+1)Substituting the values of N, N1,N2,N3&N4 and R1,R2,R3&R4 we get, H = {[12*16/(16+1)][52.5²/4 + 47.5²/4 + 21²/4 +15²/4]} – 3(16+1) H = 11.63Degrees of freedom = k-1 = 4-1 = 3Level of significance: α = 0.05The value of ψ² for 3 degrees of freedom and at α = 0.05 is 7.81 38
  39. 39. ConditionIf the value of H > ψ² , Null hypothesis is rejected.If the value of H > ψ² , Alternative hypothesis is rejected.Since the value of H > ψ² , Null hypothesis is rejected and Alternative hypothesis isaccepted.InferenceTherefore, there is significant difference in the sales of the different brand’s products. 39
  40. 40. TESTING USING WEIGHTED AVERAGE METHOD DESCRIPTION NUMBER OF DEALERSVERY HIGH THAN OTHER BRANDS 5 HIGHER THAN OTHER BRANDS 15 EQUAL TO OTHER BRANDS 14 LOWER THAN OTHER BRANDS 24VERY LOW THAN OTHER BRANDS 2 TOTAL 60 Rank I II III IV VWeightage 4 2 3 1 5 Weighted Average Method: Xw = wixi / wi ; Where, Wi = Weightage of the ith item x Xi = Value of the ith item x Calculation: wixi = 0 * 5+ 15*4 + 19*3+ 20*2 + 0*1 wixi =157 wixi / wi = 157/60 =2.61 Average = 2.61 40
  41. 41. AVD Scale: (2.61) Lower Than Other Brands Very High Very lowProfit Margin 5 4 3 2 1 Profit Margin Interpretation From the ranking method it is observed that most of the retailer ranked lower than other brands among all the above said factors. RESULT RANK 1: Lower than other brands RANK 2: Higher than other brands RANK 3: Equal to other brands RANK 4: Very high than other brands RANK 5: Very low than other brands 41
  42. 42. 3.2 FINDINGSFrom the Survey it is found that 76% of them are category fully auto, 24% of therespondents are in the semi auto.From the Survey it is found that 84% of them are category of direct cool and 16%of the respondents are in the frost freeFrom the Survey it is found that 58% of the respondents are in the Samsung, 46%of them are category of WHIRLPOOL 6% of them are category of LG, 4% ofthem are category of GODREJ,.From the Survey it is found that 86% of the respondents are in the QUALITY,20% of them are category of DESIGN, 4% of them are category of PRICE, 2% ofthem are category of serviceFrom the Survey it is found that 88% of them are category of higher than otherbrands, 12% of them are category of equal to other brands, 0% of the respondentsare in the lower than other brandsFrom the Survey it is found that 38% of the respondents are in the Samsung, 34%of them are category of GODREJ, 16% of them are category of WHIIRLPOOL,8% of them are category of LG, 6% of them are category of VIDEOCON.From the Survey it is found that 84% of the respondents are in the WHIRLPOOL,63% of them are category of SAMSUNG, 50% of them are category ofGODREJ, 38% of them are category of LG.From the Survey it is found that 62% of the respondents are in the SAMSUNG,53% of them are category ofWHIRLPOOL,31 % of them are category ofGODREJ, 28% of them are category of LG 42
  43. 43. From the Survey it is found that 60% of the respondents are in the whirlpool, 52%of them are category of SAMSUNG, 34% of them are category of LG, 28% ofthem are category of VIDEOCON, 24% of them are category GODREJFrom the Survey it is found that 74% of the respondents are in the WHIRLPOOL,60% of them are category of SAMSUNG, 52% of them are category of IFB , 36%of them are category of , 26% of LG them are category of GODREJ.From the Survey it is found that 67% of the respondents are in the brand name,33% of them are category of quality.From the Survey it is found that 33% of them are category of TV ,25% of therespondents are in the washing machine, , 17% of them are category ofRefrigerator, 17% of them are category of Air conditioner 8% of them arecategory of micro oven,.From the Survey it is found that 50 % of them are category of Tv,25% of themare category of Refrigerator,17% of the respondents are in the washing machine, ,8% of them are category of micro oven.From the Survey it is found that 33% of them are category of Samsung ,8% of therespondents are in the LG, 8% of them are category of Panasonic, 8% of them arecategory of Philips.From the Survey it is found that 42% of them are category of VOLTAS, 33% ofthem are category of SAMSUNG 17% of the respondents are in the LG, 8% ofthem are category of VIDEOCON.From the Survey it is found that 33% of the respondents are in the LG, 33% ofthem are category whirlpool, 17% of them are category of Samsung, 17% of themare category of Videocon. 43
  44. 44. From the Survey it is found that 33% of the respondents are in the LG, 33% ofthem are category of SAMSUNG,18 % of them are category of VIDEOCON, 8%of them are category of WHIRLPOOL 8%From the Survey it is found that 33% of them are category of Offers, 30% of themare category of brand name , 20% of them are category of Logo ,17% of therespondents are in the advertisement.From the Survey it is found that 46% of the respondents are in the status symbol,37% of them are category pride of them are category of feeling ok 17% of them. 44
  45. 45. 3.3 SUGGESIONS1. Videocon is lagging the leader ship in Frost free segment with a small percentage difference and this can be overcome by producing the products in more number of colors and features2. The stock availability of the fast moving segments should be increased, as there is a high demand for the products.3. The commission for the dealers can be re-considered, to improve the sales.4. The company is lagging in providing the promotional offers such as exchange offers and discount sales. So, these kinds of offers can be provided as the competitors coming other brands.5. The Frost free refrigerator’s can be redesigned and can come out with further new models. 45
  46. 46. 3.4 CONCLUSION This project work was done to “compare the marketing attributes of homeappliances made by different manufacturers and to identify the market leading positions”.This project has helped me to add my knowledge about the marketing attributes requiredfor the product in the home appliances industry. The study was conducted among the identified dealers around Chennai. It isobserved that the company has good market leadership and it will be retained in future. This project has attained the objectives for which it was started. The results of thisproject give a new dimension for the company for improving the features and range ofproducts and for identifying their present market position. Therefore, I conclude that Videocon plays very well in market with certainproducts and remaining products which is not demanded more compare to other producthas to be redesign or more promotional activity should be carried out . 46
  47. 47. ANNEXURE ------VIDEOCON INDUSTRIES------ QUESTIONNAIREHello! I am A.vikram, doing M.B.A final year in MEENAKSHI COLLEGE OFENGINEERING and am required to submit project . For the purpose, I am conducting thesurvey. Will you please take a few minutes to answer some questions? I assure you thatyour answers would be kept confidential.PERSONAL DETAILS:Name - _________________Age -  15-25  25-35  35-50Gender -  Male  FemaleOccupation -  Student  Housewife  Business  ServiceSalary - >10000 10000 – 20000 20000 – 30000 >300001. Which brands refrigerator and washing machines do you deal with?  LG  Godrej  Whirlpool  IFB  Videocon  Haier  Tcl  Samsung 47
  48. 48. 2. Rank the brands as per the highest sales in direct cool (single door) refrigerators?(1- Strongly Agree, 2- Agree, 3-Neutral, 4-Disagree, 5- Strongly Disagree.)  Samsung 1 2 3 4 5 ………………….........................  Lg 1 2 3 4 5 ………………….........................  Whirlpool 1 2 3 4 5 ………………….........................  Godrej 1 2 3 4 5 ………………….........................  Videocon 1 2 3 4 5 ………………….........................3. Rank the brands as per the highest sales in frost free (double door) refrigerators?(1- Strongly Agree, 2- Agree, 3-Neutral, 4-Disagree, 5- Strongly Disagree.)  Samsung 1 2 3 4 5 ………………….........................  Lg 1 2 3 4 5 ………………….........................  Whirlpool 1 2 3 4 5 ………………….........................  Godrej 1 2 3 4 5 ………………….........................  Videocon 1 2 3 4 5 ………………….........................4. Rank the brands as per the highest sales in semi - automatic washing machines?(1- Strongly Agree, 2- Agree, 3-Neutral, 4-Disagree, 5- Strongly Disagree.)  Samsung 1 2 3 4 5 ………………….........................  Lg 1 2 3 4 5 ………………….........................  Whirlpool 1 2 3 4 5 ………………….........................  Godrej 1 2 3 4 5 ………………….........................  Videocon 1 2 3 4 5 …………………......................... 48
  49. 49. 5. Rank the brands as per the highest sales in fully automatic washing machines?(1- Strongly Agree, 2- Agree, 3-Neutral, 4-Disagree, 5- Strongly Disagree.)  Samsung 1 2 3 4 5 ………………….........................  Lg 1 2 3 4 5 ………………….........................  Videocon 1 2 3 4 5 ………………….........................  Godrej 1 2 3 4 5 ………………….........................  Ifb 1 2 3 4 5 ………………….........................6. Which type of refrigerators in Videocon moves faster in the market?  Direct cool (single door) refrigerators  Frost free (double door) refrigerators7. Which type of washing machines in Videocon moves faster in the market?  Semi - automatic washing machines  Fully automatic washing machines8. Which brand has stylish and attractive exterior finish?  Samsung  Lg  Godrej  Videocon 49
  50. 50. 9. How is the profit margin in selling Videocon products?  Very low than other brands  Lower than other brands  Equal to other brands  Higher than other brands  Very high than other brands10. Why do you trust Videocon?  Good quality  Economical pricing  Attractive designs  Others……………………….11. Which company gives you more promotional offers?  Samsung  Lg  Whirlpool  Godrej  Videocon 50
  51. 51. 12. What do you prefer to Videocon? (Tick any 1)  Brand Name  Quality13. Which product in Videocon you would suggest to customers for buy the most?  Washing Machine  TV  Refrigerator  Microwave Oven  Air Conditioner14. Which product of Videocon comes to your mind on the hearing the name Videocon? Washing Machine  TV  Refrigerator  Microwave Oven  Others Specify ………………………….16. Which TV brand you prefer the most?  Lg  Samsung  Panasonic  Philips  Videocon  Sony 51
  52. 52. 17. Which brand A/C you prefer the most?  Lg  Samsung  Videocon  Voltas18. Which brand refrigerator you prefer the most?  Whirlpool  Videocon  Samsung  Lg19. Which brand microwave oven prefer the most?  Ken Star  Whirlpool  Samsung  Lg  Videocon20. Which promotion attracts you towards the Videocon?  Advertisement  Brand Name  Logo  Offers 52
  53. 53. 21. How do you feel while using the Videocon product?  As a status symbol  As a pride  Just feeling ok  Others Specify …………………….22. Do advertisements make you to buy the Videocon products?  Yes  No 53
  54. 54. BIBILOGRAPHYReferred books: 1. Marketing management by philip kotler 11th edition, pearson education. 2. Statistics for management by dr.p.n.arora , s.chand & cof ltd.Websites: 1. http://ae.lgworld.com/web.main.dev 2. http://papers.ssrn.com 3. http://www.articledashboard.com/Article 4. www.marketresearch.com 5. http://www.moneycontrol.com/india/stockpricequote 54

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