The document provides information on BTL (below-the-line) activations and processes at Videocon. It discusses Videocon's product portfolio and brands. It also outlines various BTL objectives, marketing tools, and the relationship between ATL (above-the-line) and BTL activities. Standard operating procedures and documentation processes are described for dealer meets, sponsorship events, product displays, and corporate gifts.

1. BTL Activations & Process

2. 1st I n d i a n C o m p a n y i n
 Color Televisions
 Fully Automatic Washing Machines
 No-Frost Refrigerators
 Slim TV
 Fuzzy Logic Split Air-conditioners
 Air Conditioners with Rotary Compressors
 Television with Auto Con Technology
 Satellite LCD 2
About Videocon
• Videocon is one of the leading brands in the consumer electronics & home appliances industry
offering a full range of products
• Since its inception in 1979, Videocon has become a USD 5 billion global conglomerate.
• Videocon has significant sales presence globally and sells its made-in-India appliances to
markets in the Middle East and Europe, West Asia, Latin America,

3. Home Appliances
• Refrigerators
• Washing Machines
• Air Conditioners
• Air Coolers
• Mixers, Toasters & Iron
• Microwave Oven
• Vaccume Cleaner
• Geysers
• Water Purifiers
Consumer Electronics
• CTV TV
• Plasma TV
• LCD TV
• LED TV
• Home Entertainment
Systems
• Audio/Video Products
• Videocon
• Sansui
• Kenstar
• Kelvinator
• Nordmende
•Philips
•Electrolux
Products Brands
BUSINESS PORTFOLIO

4. VSOL
CE & HA
Solar Energy DTH
Retail
Petroleum
IT
BRAND BASKETS OF VIDEOCON
Energy
Hospitality

5. 5
ATL
BTL
- Mass Reach
- Brand Awareness
- No direct consumer involvement
- Consumer Defined
- Generates Trial
- Direct consumer involvement
The Tug of War continues……..
Videocon works
TTL – Through the line
Integrating the activities of
ATL & BTL
Marketing Tools

6. Intention to Purchase/
Consideration
Brand TOM/Demand
creation channels
Thus, ITP of a Brand is the POTENTIAL of the Brand to convert to sales in a Category.
Durables/High involvement/ High cost Categories
Final brand
selection/
Purchase
Stronger
Prior
Use
TV
Print
Outdoors
WOM
Demand
In Store
Activities
Sales
Recommen
dation
Dealer
Margins
Promotional
Offers/discounts
Activation
ATL Increases Consideration / Intention to Purchase
BTL strengthens the selection process

7. BTL OBJECTIVE’s
• To help secondary sales by doing on ground activities.
• Connect the customer directly.
• Target specific audience at specific area
• Create Visibility of Brand, Products & Collaterals.
• Ensure to reach right communication to the right consumer at the
right place

8. PROJECT 1 – REQUEST FOR QUOTATION
Objectives
Benchmarking the rates of inshop branding materials, signage & stands and
hence preparing an RFQ for focus india market (south, north) of videocon.
Purpose
The purpose of rate for quotation (RFQ) is to short list the vendor L1, L2 for
inshop branding and signage.

9. Scope of the Project
• To smoothen the process of AN’s for all catergories 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 at 18 Branches
RFQ Submission Material Requirements
Non Lit Boards , Glow Sign Boards , Acrylic signage , ISB with Acrylic Sheet , Stands ,
Wooden Cut Outs

10. • Format Of RFQ sheets ..RFQ Detailed Sheet.xlsx
• Benchmark Rates Sheet ..office final filesBenchmark Rates.xlsx
• Pictures of Materials ..modes of advertisement printings.pptx
• Sample of branding with materials ....Office final filesapprova
notesEASTERN MARKETING SD BRANDING.PPTX

11. Dealer Meet Process
Purpose of the Dealer Meet 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.

12. Objective
To standardized and simplify processes in order to conduct various dealer meets across
Videocon Industries CE/HA
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.

13. Types of Dealer Meets
• Foreign Trip Scheme Dealer meet
• Product Launch
• Scheme Launch
• Incentive: Dealer Scheme and Consumer Scheme
• All Invite dealer meet

14. Foreign Trip Scheme Dealer meet
To appreciate , reward and make the dealers aware of Videocon’s
Associates with prestigious events.
For example -
IIFA awards is sponsored by Videocon ,thus Dealers who have achieved
sales target are send to attend the awards .

15. Product Launch
To Showcase & Demonstrate the new product to the stakeholders,
trade partners and media
For example :-
4k Led Tv launch , Wiifi Ac at Hyatt Hotel , Mumbai

16. Scheme Launch
To pump up the dealer for the festivals and show them the support
being extensded om form of marketing services etc.
For Example :-
786* Scheme of EMI Payment for EID festival.

17. Incentive Dealer Meet
To motivate the dealers to increase sales of product
For Example :-
Dealer meet at Cochin , Calicut to be held on 8th and 9th July to for
motivating dealers to increase the sales of products

18. All invite Dealer Meet
• To entertain , appreciate , and make the dealers aware of Videocon’s
Associates with prestigious Events
For example :-
Get together of all Dealers on 31st December to celebrate New year at
Hyatt Hotel and big Bollywood stars gave there performances.
Checklist :- ....office final filesDealer Meet Process.xlsx

19. Sponsorship/ Events Process & Activities
Purpose :
• Used primarily to reach specified business goals.
• Enhancing business, consumer and VIP relations
• Differentiating from competitors
Objectives of Sponsorship:-
• Enhancing Image/Shaping Consumer Attitudes
• Driving Sales

20. 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.

21. Types Of Sponsorships :-
• Event Sponsorships
• Title Sponsorship
• Media Sponsorship

22. SOP ( Standard Operating Procedure )
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.

23. 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)
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.

24. PRODUCT DISPLAY
• LED TVs / 4K TV
• Washing Machine
• Mobile Phones
• Refrigerator
• Ac ( Wi-Fi Ac)
DISPLAY STAND
•LED Stands / 4k
Stands
•Mobile Stands
•AC Stands
•Base For Refrigerator
and washing machines
FEATURE CARDS
PROCESS FOLLOWED FOR DISPLAYING OF PRODUCT
Checklist and process of SOP :- ....Office final filesSOP PROCEDURE (1).docx

25. Corporate gifts can be devised into :-
• Business Corporate gift
• Promotional Corporate Gift
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
Corporate Gifts & Promotional Gifts

27. Thank you