Videocon Dealer Satisfaction Report

SUMMER PROJECT REPORT ON

STUDY OF DEALER SATISFACTION AND
UNDERSTANDING THE CURRENT POSITION OF VIDEOCON
(MUMBAI CENTRAL REGION)

Prepared for

VIDEOCON INDUSTRIES LTD.

MUMBAI

Prepared by:

SANKET SURVE
PGDM (EXECUTIVE – MARKETING)
BALAJI INSTITUTE OF MODERN MANAGEMENT
PUNE (MAHARASHTRA)

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ACKNOWLEDGEMENT

With immense pleasure, I would like to present this project report for Videocon
Industries Ltd. (MUMBAI).

It has been an enriching experience for me to complete my summer training
at Videocon, which would not have possible without the goodwill and support of the
people around. As a student of BALAJI INSTITUTE OF MODERN MANAGEMENT,
PUNE I would like to express my sincere thanks to all those who helped me during
my training program.

Words are insufficient to express my gratitude towards Mr. Vijay Saroj
(Marketing, Videocon, Thane Branch) and Mr. Harish Junja (Marketing,
Videocon, Mumbai) for giving me an opportunity to do my project work in the
organization.

Sanket Surve

MM1113518

Balaji Institute of Modern Management

Pune

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CERTIFICATE

This is to certify that this internship report on “STUDY OF DEALER SATISFACTION
AND UNDERSTANDING THE CURRENT POSITION OF VIDEOCON” at Videocon
Industries Ltd. is a bonafide work of Mr. Sanket Surve under my guidance and
support. This report is a part of Post graduate diploma in management course with
specialization in MARKETING stream and content and the work done is genuine with
respect to the information covered and thought expressed. The internship period was
of two months (1st June 2012 – 31st July 2012).

Mr. Shrinivas Jyoti

Marketing Head, Mumbai

Videocon Industries Ltd.

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PREFACE

Today the market trend has changed, it is the consumer who is the king of the
market, and he is the one who dictates the terms to a great extent. So the
companies strive to take the consumer to the stage of consumer delight and do not
stop only at consumer satisfaction.

The major issues that the companies have to handle in today’s cut throat
competition are maximization of profits coupled with enhanced customer satisfaction.
Keeping the profit in mind, they have to offer to the consumers the best quality
product at the lowest possible price.

The company has to have a well-developed distribution system to penetrate
the product in the market. The dealers and retailers are one of the most important
elements in the distribution chain. There has to be a constant communication
between the company and the dealers or retailers so as to know what the customer’s
requirements are and what they expect from the company and of course the position
of the competitors.

Dealers/ retailers can prove to be information hubs which the company can
exploit its maximum potential. The relationship has to be nurtured with great care by
conducting regular visits to the dealers/retailers and providing full support to them
and create an excellent rapport with them. The information collected from the dealers
proves to be extremely essential to understand the actual market situation and act
accordingly to set the sales of the company soaring.

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INDEX

Sr. No. Contents Page No.

1 Executive Summary 6-8

2 Company Profile 9-14

3 Industry Profile 15-18

4 Research Objective 19-20

5 Research Methodology 21-22

6 Data Representation & Analysis 23-33

7 Findings & Suggestions 34-38

8 POP Display - Observations and Suggestions 39-43

9 Sales Promotion Activity - Observations and 44-46
Suggestions
10 Limitations 47

11 Bibliography 48

12 Annexure 49-51

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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 over a decade now, Videocon has been
bringing the latest and very best in Consumer Electronics and Home Appliances.
Successfully adapting the best of international technology to suit Indian needs, and
crafting it to improve the quality of life – as million of satisfied customers will agree.
This tells the success story of Videocon. Sustainability is at the centre of Videocon’s’
strategy. Being a great company Videocon always tried to improve people 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 the research is to find out condition of Videocon’s
service in the market and to know about satisfaction level of dealers or retailers with
the services which are provided to them.

Other objective is to analyze current scenario of the market in consumer
durable sector and to know the main competitors of Videocon and the current
position of Videocon in the market.

For these objectives I have conducted a survey of dealers in Mumbai central
region. I have taken Sample size of 45 dealers/retailers.

Observations and Findings:

 As per survey report, Samsung quality is very good and they got average rating of
4.62 out of 5, LG is at second position with score of 4.38 and Videocon got 3.76
rating.

 On Demo and Installation parameter, Videocon has got average rating of 2.80
whereas LG and Samsung got average rating of 4.33 and 4.26 respectively.
Reason behind getting Videocon low score on this parameter is that
Demonstration is not provided at the same time of installation and also
Installation person does not call the customer before visiting.

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 On Follow up calls to customers, Samsung is doing good job and has got
rating of 3.72. LG is behind Samsung with the average rating of 3.54.
Videocon needs improvement here and got only 2.16 average rating.

 One of the major issues which all the retailers mentioned is After Sales
Service and same thing reflecting in the analysis also. Videocon has got
lowest score of 2.07 amongst three. Whereas retailers are satisfied with the
LG and Samsung and rated these brands 4.08 and 4.28 respectively.

 In case of Videocon, replacement of faulty products takes more time than
expected and hence on this parameter also Videocon has got low score.
Videocon has got average rating of 1.98 whereas as usual LG and Samsung
have got good rating of 3.33 and 3.67 respectively.

 One of the reasons of poor ASS is unavailability of spare parts. As per dealers
and retailers, Videocon spare parts does not available on time and it takes
more time to get once order is placed. They have rated Videocon here as 2.16
whereas LG and Samsung have got rating of 3.21 and 3.97 respectively.

 As per Dealers, Only one service camp was held by the Videocon’s Kenstar
brand in the past and that information was provided on the same day itself to
the dealers. Samsung and LG do not conduct free service camps.

 In-Shop-Demonstrator (ISD) Salary has not increased since many years.

 LCD/LED – Wall mount brackets does not available with product and due to
this they have to purchase it from the market.

 Discriminate pricing issue raised by some dealers. They mentioned that same
product is priced different for different retail chains.

 Order delivery takes up to 1 week time after the payment whereas
competitors deliver within 1-2 days.

 There are wide varieties of product under the Videocon Brand but only some
products actually reach to the retailers.

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Recommendations:

 In-Shop-Demonstrator (ISD) should get the salary which competitor’s In-
Shop-Demonstrator is getting. Also non-ISD should be given product training.

 All the process are dependent on each other for example, if the spare parts
does not available on time then it would directly affect performance of After
Sales Service so instead of producing more and more products company has
to give equal importance to services associated with it and has to produce
enough spare parts which will satisfy the demand.

 Proper product training should be given to the installation guy so that he will
be able to give demonstration to the customer.

 I think company should form one dedicated team like “Quality Control” just to
keep a track of quality of service. Once any type of service is given to the
customer, Quality Control executive should call the customer to take the
feedback about the service.

 To solve this issue of replacement of faulty product, what company can do is
that they can adjust the amount of damaged product from the next invoice so
that retailer’s money does not get block for more months. And also as soon as
product is available then it should be given first to these retailers.

 Company should create database of existing customer and try to engage
them using various loyalty programs and try to sell them our various products.

Limitations:

 Analysis was done on the presumption that the information collected from the
respondents was true and correct.

 We cannot say that the data taken for our study is fully adequate to get the
desired or accurate result.

 Due to the nature of questions the respondents were reluctant to part with
certain information or could not give accurate information.

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About Videocon:
“The Videocon Group emerges as a USD 5 Billion global conglomerate continuing to
set trends in every spehere 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.

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 licence 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,

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Karnataka, Kerala, Haryana, Uttar Pradesh(West), Uttar Pradesh (East), Rajasthan,
Madhya Pradesh, West Bengal, Himachal Pradesh, , Bihar, Orissa, Assam, North
East, Jammu & Kashmir.

Vision & Mission

“To delight and deliver beyond expectation through ingenious strategy, intrepid
entrepreneurship, improved technology, innovative products, insightful marketing
and inspired thinking about the future.”

Values & Philosophy

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 The Late Shri. Nandlal
well-deserved reputation of the pioneer of industrial activity in Madhavlal Dhoot
Marathwada India. Founder, The Videocon
Group ( 26 February
In early 80's Nandlalji initiated his three sons - Venugopal, 1932 - 26 April 1993 ) A
Rajkumar and Pradeep into business. Through a technical tie man of Ideas. A man of
up with Toshiba Corporation of Japan, he launched India's first Substance. A man of
world-class color Television: Videocon. Today, Videocon is Visio
household name across the nation- India's No. 1 brand of
Consumer Electronics & Home Appliances, trusted by over 50
million people to improve their quality of life.

Achievements

 The group has 17 manufacturing sites in India and plants in China, Poland,
Italy and Mexico.
 Third largest picture tube manufacturer in the world.
 Annual turnover of 4 billion USD, making it the largest consumer electronic
and home appliance companies in India.
 Videocon is one of the largest CPT Glass manufacturers in the world,
operating in Mexico, Italy, Poland and China.
 On May 23, 2008, Videocon announced that it is studying an invitation from
General Electric (GE) to bid for its century-old appliances division which it has
put up for sale.

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Milestones:

Business Portfolio:

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Brand Baskets of Videocon:

SWOT Analysis of Videocon Industries:

Strengths: Weakness:

1) Backward integration. 1) Image of low to medium cost
company.
2) Diversified goods portfolio across
Consumer Durables Sector. 2) Diversification into too many sectors.

3) Multi brand strategy. 3) Not much international recognition.

4) Global company. 4) Too much rebranding/ changing of
positioning.

5) Weak sales and service network.

Opportunities: Threats:

1) India is big consumer durables market 1) Stiff competition from MNCs like LG,
and growing at 10 to 15 %. Samsung, SONY.

2) Lifestyle of people has been change very 2) Cheaply available of Chinese
much so there is demand for premium products.
products.
3) Local brands available in the market.
3) Consumer durable market will become
52,000 crore by 2015. 4) Changes in Government Policies

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New Offering - Direct Digital Broadcast

What is DDB Technology?

The DDB platform can be termed as an advanced TV operating platform. It is the result
of a collaboration of seven industry giants – the semiconductor company
STMicroelectronics, audio-video technology firm Faroudja, software and application
maker Irdeto, cloud computing brand Nivio, sound technology company Strata,
Videocon d2h and Philips. These industry giants together help bring to users advanced
multiple functions on a single TV platform. It promises an audio-visual experience that
has never been experienced before. It also adds in cloud computing for saving your
files. Then, you can browse through websites and indulge in the current fad of social
networks. It can convert 2D channels into life-like 3D quality, negating the need for
multiple devices.

A lot to offer...but is it enough...

The feature sheet for the DBB Technology is inclusive of a dual-core processor – 450
Mhz, 14-bit video processor, Motion Enhancement and Motion Correction (MEMC),
which interpolates and constructs the “in between” frames to eliminate issues related to
both motion judder and motion blur, giving you an outstanding viewing experience, 3D
Technology, Faroudja Video and Audio Optimized that eliminates any distortion caused
by noise signal and gives you a vivid and clear image for your viewing, Strata Certified
Audio and 10-band Graphic Equalizer and HDMI – CEC. Moreover, the DBB enabled
chip will come directly integrated in the television, negating the need for set-top boxes.
The remote control has been designed to include the keyboard and mouse within the
TV. So, you can access your Internet right from your television, store those files to cloud
which will negate the need to plug in hard drives or flash drives to watch stored content.

How will it benefit us?

Mr. Shelgaonkar, R&D Head at DBB Foundation explains that for years they have been
using analog communication for their television sets and analog means loss of signal,
which eventually means loss in the audio and video quality. The analog to digital shift
has been implemented in India too, off late, and all TV sets have to eventually shift to
digital set-top boxes. Even in set-top-boxes, the signals received from the satellite are
downscaled before they are transmitted and you finally watch content on the TV. The
DDB technology negates this as the set-top integration is within the chip, so the
received signal is directly transmitted without any downscaling...

With the DDB technology, digital signals are received without the need for a set-top box.
Considering the complete Digitalization regulation by Govt. by year 2015, and in metros
starting July 1, 2012, which has been now delayed to November, this technology seems
quite promising as DDB technology is said to meet all the requirements. The 14-bit
video processor ensures optimum color reproduction and the dual-core processor
handles the speedy data rate transfers.

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Availability

On the flip side, one cannot use the DBB Technology in their existing TV sets. Users will
have to purchase DBB enabled TV sets, which are likely to be on the way. Mr.
Shelgaonkar refused to comment further on DBB products, but said that an official
product announcement will be made soon, probably by the end of this month. However,
the company is still working at ways to enable users take advantage of this technology
without the need to purchase a new TV.

COO and Brand Ambassador’s comments:

Commenting on the launch event, Nazneen Karimi, COO, Percept ICE, said:
"Understanding what a brand stands for and amplifying that across the event is vital for
success and customer delight. We showcased Videocon DDB's cutting edge technology
in an innovative manner and every detail from the split backdrops to LED screens
complimented this mood."

Videocon DDB brand ambassador Priyanka Chopra said: "The future of the home
entertainment experience has arrived...a technology that not only enhances your
entertainment options but also does it in an easy, simple manner. I am very proud to be
associated with the DDB technology platform, which converges various features like 3D
viewing, direct digital TV transmission, superior internet browsing capabilities and also
cloud computing abilities...all brought together on one single platform! I'm very excited
to be a part of this revolution in technology that will give you a first-of-its-kind,
unbeatable audio-visual experience, unlike anything you've seen before."

Thanks to Videocon for providing me Product Training on this new path breaking
technology product.

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Industry Profile

As per a recent report by ASSOCHAM, the consumer electronics and durables
sector in India is expected to grow at a CAGR of about 15 per cent and grow from
Rs.34,000 crores to reach Rs. 52,000 crores by 2015 fuelled by rising demand from
the Indian middle class as well as growing sales through the online retail format.

As per the report, multi-national companies (MNCs) with superior technology and
better quality control account for a market share about 70 per cent of the overall
consumer electronics and durables market in India and maintain a strong hold on the
urban middle class segment growing at about 12 to 15 per cent. As per the report,
the consumer durables and electronics market in rural and semi-urban areas
account for about 40 per cent of the overall market and is growing at about 30 per
cent CAGR.

As per Forrester Research Inc., growth in Indian online retail market is set to be the
fastest in Asia-Pacific with total market slated to reach over $8 billion by 2016. The
online format has also added additional consumers from Tier-II and III cities thereby
increasing the overall demand for such products. Consumers can now research
product and category manuals, compare prices as well as hunt for discounts before
making a purchase online. The online market for consumer durables and electronics
is now moving towards inflection point and maturity and we may see some
consolidation happening over the next couple of years.

Consumer durables industry’s growth has been two pronged:
(a) Driven by lower penetration in rural markets and
(b) New innovations and replacement demand in urban markets.

Key growth drivers include:

1. Continued economic growth demonstrated through 8.4% CAGR growth in GDP
over last 5 years
2. Favourable demographics; 64% of the population in working age category
3. Increasing Urbanization, nuclear families
4. Increase in disposable incomes; which drives consumption
5. Increasing affordability coupled with declining prices of products
6. Lower consumer product penetration
7. Availability of new products and technologies,
8. Easy financing schemes and
9. Increase in organized retail

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 Industry Size: Rs. 350bn

 Key Categories: White Goods, Brown goods and Consumer electronics.

 Competitive landscape: Dominated by Korean majors like LG and Samsung
in most of the segments

 Margin Profile: Low margin, Dependant on volumes

 Growth opportunities: Lower penetration coupled with increasing
disposable income

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Portal’s five force Model for Consumer Durable Industry:

Threat of new entrant:

For any new company, to establish and build a new brand, cope with the technological
advancement and create a wide-distribution network is difficult. One the other hand, cheaper
brands from Asian countries like China and the entry of other global brands is concern.

Availability of Substitutes:

The threat of availability of substitutes in Indian Consumer Durables market is medium.
Where the white goods segment (air conditioners, refrigerators) face low threat of substitute,
the brown good segment and consumer electronics segment do face a threat of substitutes.
As new technology enters the market at an increasing pace, the manufactures need to
upgrade their products accordingly. For example, the VCR got replaced by DVD player. On
the different note, television faces the threat of multiplexes. Also, brown goods like pressure
cookers face the threat of microwave oven etc.

Competitive Rivalry:

Presence of large number of local as well as international players in the domestic durable
market in each segment leads to high rivalry.

Supplier Power:

The suppliers’ power is low because of the availability of the large number of suppliers in the
domestic market and cheap import options for components from other suppliers and
countries.

Buyer Power:

The buyer power is quite high as they have multiple brands across different price points,
hence giving them a wide variety across both durable and non-durable products to choose
from.

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Research Objective:
Primary Research Objectives (PRO):

The main objective of the research is to find out condition of Videocon’s service in
the market and to know about satisfaction level of dealers or retailers with the
services which are provided to them.

Also we are trying to find out the position of Videocon products with respect to top
players in the industry i.e. Samsung and LG.

 To achieve our Primary Research Objective we need to form Secondary
Research Objectives. These Secondary Research Objectives are nothing but
break-up of PRO into small objectives which would help us to achieve Primary
Research Objective.

 Questionnaire has to be designed in such a way that all Secondary Research
Objectives are fulfilled.

 Most of the SRO’s are provided by the company because they already had
idea about the factors which actually leads to customer and dealer
satisfaction.

Secondary Research Objectives (SRO):

1) To determine whether the “Quality” of Product is adequate to influence buying
behaviour of the customer -

Quality of the product is main factor everybody looks for. If the quality
of the product is good then retailers or dealers also don’t need to push the
product.

2) To determine whether the “Demo and Installation” service of product is
adequate to satisfy the customer –

Demonstration and Installation is the next step after the purchase of
the product and this is the first time customer experiences the service of the
company and most of the times executives does not provide proper service
and puts negative image about the company.

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3) To determine whether the “Follow up calls to customers” service is adequate
to satisfy the customer –

Ideally, once the product is sold to the customer, company should take
feedback about the product or service and needs to improve if needed. This
step helps the company to convert dissatisfies customer into satisfied
customer. “One dissatisfied customer does negative word of mouth publicity
and restricts 100 of other prospects from purchasing”

4) To determine whether the “After Sales Service” is adequate to satisfy or
delight the customer –

After Sales Service is the second most important factor after quality
which customer looks for. Consumer durables people do not buy on daily
basis and hence if anything happens then expect quick service from the
company.

5) To determine whether the “Pick-up and delivery of faulty products” is
adequate to satisfy dealer –

Dealers and Retailers on daily basis deal with the company and in
transit of products gets damages which company has to replace but
sometimes company takes so much time to replace the products which blocks
retailers money and they gets frustrated.

6) To determine whether the “Availability of spare parts” is adequate to satisfy or
delight the customer –

If the spare parts do not available in the market easily then its impact
we can see on After Sales Service and customer has to suffer and also in turn
dealers or retailers also has to suffer because customer reach out to them
first.

7) To determine whether the “Free service camps” is adequate to delight the
customer –

Only few companies customer conducts free service camps and delight
their customers.

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DESIGN OF STUDY:

DATA COLLECTION

For successfully completing the project both primary as well as secondary data was
used.

Secondary data was provided to me by the company from their website, annual
reports and business journals.

Primary data plays a very important role since it gives first-hand information which
was done through survey method with the help of personal interview through
questionnaire. The source of primary information was the extensive dealer network
of Videocon Industries Ltd.

It provides us with important information like –
 Preferences of customers.
 Perception of dealers.
 Motivating factor for the customers.

In order to collect the correct information it is very important to interview the right
people who understand the importance of the research and provide the true
information. In case of Videocon Industries Ltd., I interviewed dealers in central area
of Mumbai to find out their perception about Videocon Group Products and their
observation about the customers likes and dislikes and the factors that motivate the
customers to buy product of particular brand. It is really very important to understand
and to know on what factors does the customer makes a buying decision is it the
brand, price, after sales service, quality or promotional activities?

The research gives a clear picture of what are the strong holds as well as the short
comings of the company’s product.

SAMPLING TECHNIQUES

Sampling procedure consists of three sequential steps-

 Sampling unit: “who is to be interviewed”- sampling unit refers to the target
population to be interviewed. In this research it was the dealers and retailers who
were to be interviewed.
 Sample frame: It is the data base of the dealers/retailers that was provided by
the company.
 Sample size: The total sample size selected was 45 dealers or retailers.

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RESEARCH APPROACH

Survey method was adopted in order to collect the primary data required for the
Study.

RESEARCH INSTRUMENT

Questionnaire was designed with open-end and close-end questions. The
questionnaire was designed in such a manner so as to cater to all the areas and
aspects of the study.

SAMPLING PLAN

1. Sampling Procedure: Random Sampling.

2. Sampling Size: 45 respondents.

3. Geographical Coverage: Mumbai – Central Region.

4. Duration of the Survey: 1 months and 15 days.

FINDINGS AND ANALYSIS

Analysis is the most important part of a survey. It needs to be done in an unbiased
form and with utmost care in order to draw fair conclusions. The report generated is
in a subjective form. As and when required, bar graphs and pie charts have been
drawn to present a more comprehensive picture. However it is important to mention
that the survey and views given by the respondents are entirely their own and may
differ from person to person.
The survey was conducted in central area of Mumbai.

Tools used for analysis purpose:

a) SPSS 20
b) Microsoft Excel

 Logical analysis of data is done through tables, frequencies and percentages
have been worked out.

 The data collected have been numbered and tabulated for the purpose of
analysis. Percentage has been calculated for all the tables and different charts
have also been prepared.

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Quality:

VIDEOCON:
22.2%
 57.8% retailers mentioned that product quality of
Videocon Group products is good.
4.4%
 4.4% said that product quality of VG products is poor.

 37.8% people were neutral about VG product quality.
37.8%

 Overall, 42.2% retailers mentioned that product quality
of VG is not good and needs improvement.

 22.2% mentioned product quality is Very Good.

 Average rating for Quality is 3.76.
35.6%

LG:
5.1%

 94.9% retailers mentioned that product quality of LG is
Good

51.3%
 Not a single retailer complained about LG product
quality.

 5.1% retailers were neutral about quality of LG
products.

 43.6% retailers mentioned that product quality of LG is
Very Good.

43.6%

SAMSUNG:

 Pie chart is explaining everything! All the retailers
38.5% mentioned that product quality of Samsung is simply
superb.

 38.5% retailers rated Samsung on product’s quality as
Good.

 Whereas, 61.5% rated as Very Good.


61.5%

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Demo & Installation:

2.2% VIDEOCON:
22.2%
 Only 24.4% retailers mentioned that Demo and
Installation of VG products are good.
11.1%
 75.5% retailers mentioned that VG needs to improve
in Demo and Installation.

 35.5% rated “Poor” and “Very Poor” on this parameter.

 40% prefer to select “Neutral” option.
24.4%
 11.1% retailers mentioned that Demo & Installation of
VG products is “Very Poor”.

 Whereas only 2.2% motioned that it is “Very Good”.
40%
 Average rating for Videocon on this parameter is 2.80.

LG:
12.8%
%
LG is “Good” or “Very Good”.

 12.8% mentioned that LG is neither good nor poor on
this parameter.

 Nobody has rated “Poor” or below on this parameter.
41.0%
 41% rated LG as “Good” whereas 46.2% rated as
“Very Good” on this parameter.

 Average rating for LG on this parameter is 4.33.

46.2%

2.6% SAMSUNG:

2.6%
Samsung is “Good” or “Very Good”.

 12.9% retailers mentioned that VG needs to improve
7.7%
in Demo and Installation.

 46.2 rated Samsung as “Very Good” on this
parameter.

 Only 2.6% mentioned that service is “Very Poor”.

 Average rating for Samsung on this parameter is 4.26.
41.0%

46.2%

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Follow-up Calls to Customers:

15.6% VIDEOCON:
15.6%  68.9% retailers rated VG products as “Poor” or “Very
Poor” on this parameter.

 15.6% retailers mentioned that Videocon is good at
taking follow up with customer on complain resolution
31.1% etc.

 15.6% retailers prefer to stay “Neutral” on this
parameter.

 Overall, 84.4% retailers mentioned that Videocon
needs improvement here.


37.8%
%

LG:
20.5%

 61.5% retailers mentioned that LG is good at taking
follow up with customer on complain resolution etc.

10.3%  18% retailers are not happy with LG on this parameter
and rated “Poor” or “Very Poor”.

7.7%  20.5% retailers have rated LG as “Very Good” on this
parameter.

 20.5% retailers preferred to select “Neutral” option.
20.5%

41.0%

SAMSUNG:
20.5%

 59% retailers mentioned that LG is good at taking
follow up with customer on complain resolution etc.
7.7%
 7.7% retailers rated Samsung as “Poor” on this
parameter.

 20.5% retailers have rated Samsung as “Very Good”
on this parameter.
33.3%


38.5%

25 | P a g e

After Sales Service:

VIDEOCON:
22.2%

 71.1% retailers were not happy with the After Sales
6.7%
Service of VG products and rated “Poor” or “Very
Poor” on this parameter.

 Only 6.7% retailers do not have any problem with ASS
of Videocon and rated “Good” on this parameter.

 Nobody has rated Videocon as “Very Good” on this
28.9%
parameter.

 22.2% retailers mentioned ASS is neither Good nor
Poor. 93.3% retailers mentioned that Videocon needs
lots of improvement with respect to After Sales
Service.
42.2%


LG:
38.5%

 74.4% retailers are happy with LG’s After Sales
Service and rated as “Good” or “Very Good”.
5.1%

 Only 5.1 mentioned that ASS of LG is Poor.

 38.5% are extremely happy with LG on this parameter
and rated “Very Good”.
20.5%

 25.6% retailers think that LG still needs to improve
further on this point.

35.9%  Average rating for LG on this parameter is 4.08.

5.1% SAMSUNG:

 89.8% retailers mentioned that Samsung’s After Sales
Service is “Good” or “Very Good”.
5.1%
 Only 5.1% retailers rated Samsung as “Poor” on this
parameter.

 10.2% retailers think that there is room for improve
further here.

 46.2% rated as “Good” whereas 43.6” rated as “Very
Good”.

46.2%
43.6%

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Pick-up & Delivery of Faulty Products:

6.7% VIDEOCON:
15.6%  75.6% retailers rated Videocon as “Poor” and “Very
Poor” on pick-up & delivery of faulty products.
2.2%
 Only 8.9% retailers do not have any issues with
Videocon on this point and rated “Good” or “Very
Good”.
37.8%
 37.8% retailers mentioned that Videocon needs lots of
improvement here and rated as “Very Poor”.

 2.2% retailers rated as “Very Good” on this parameter.


37.8%

LG:
20.5%

 46.1% retailers mentioned that LG’s pick-up & delivery
of faulty products is “Good” or “Very Good”.
7.7%
 Out of these 46.1%, 20.5% retailers rated LG as “Very
Good”.

 7.7% retailers rated LG as “Very Poor” on this
17.9% parameter.

 28.2% retailers preferred to select option “Neutral”.

28.2%
25.6%

2.6% SAMSUNG:
25.6%
 51.2% retailers mentioned that Samsung’s pick-up &
delivery of faulty products is “Good” or “Very Good”.
5.1%
%
 7.7% retailers rated Samsung as “Poor” or “Very Poor”
on this parameter.

 41% retailers preferred to select option “Neutral”.

41.0%
 25.6% people rated Samsung as “Very Good” on this
parameter.

 Overall, 48.7% retailers think that Samsung needs to
improve further on this parameter.

25.6%

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Availability of Spare Parts:

4.4% VIDEOCON:

 62.3% retailers mentioned that Videocon’s spare parts
do not available in the market easily and has to wait
for long time. These respondent rated Videocon as
“Poor” or “Very Poor” on this parameter.
26.7%
 33.3% retailers preferred to select option “Neutral”.

 Only 4.4% retailers rated as “Good” on this parameter.

 Nobody has rated “Very Good” here.

35.6%

33.3%

12.8% 12.8%
LG:

 46.1% retailers rated “Good” or “Very Good” on
Availability of Spare Parts. And as per them, LG spare
parts are easily available in the market and does not
take much time even if order.
12.8%

 53.8 thinks that LG has to improve further in this area
Sometimes it takes more time to get the spare parts
once ordered.

 12.8% respondent rated as “Very Good” whereas 33%
respondents rated as “Good”.

 28.2% were “Neutral” on this parameter.
28.2%

33.3%  Average rating for LG on this parameter is 3.21.

SAMSUNG:
20.5%

 82% retailers mentioned that Samsung’s spare parts
are easily available in the market and also do not take
5.1% much time even once the order is placed. These
respondents rated as “Good” and “Very Good” on this
parameter.
12.8%
 Only 5.1% respondent rated Samsung as “Poor” on
this parameter.

 20.5% retailers rated as “Very Good” whereas 61.5%
rated as “Good”.


61.5%

28 | P a g e

Free Service Camps:

VIDEOCON:

 Only 6.7% mentioned that Videocon Group conducted
6.7% one free service camp (Kenstar) in the past.

 We got this positive “Yes” response only from
DigiWorld.

 Surprisingly, others didn’t know Free Service Camp
held by Videocon Group about the same.

 93.3% answered that Videocon Group does not
conduct free service camp.
93.3%

LG:
 All the retailers mentioned that LG does not conduct
Free Service Camps.

 Average rating for LG on this parameter is 2.

100%

SAMSUNG:

 All the retailers mentioned that Samsung does not
conduct Free Service Camps.

 Average rating for Samsung on this parameter is 2.

100%

29 | P a g e

 Apart from close ended questions, I also asked some open ended questions to
the retailers to better understand their concerns and problems they face while
dealing with Videocon. Below is the summary of open ended questions.

 Concerns and Suggestions given by Retailers:

 Major issue which all the retailers mentioned is After Sales Service.

 Replacement of faulty products takes more time than expected.

 In-Shop-Demonstrator (ISD) Salary has not increased since many years.

 Installation person does not call the customer before visiting.

 Demonstration is not provided at the same time of installation.

 LCD/LED – Wall mount brackets unavailability.

 Spare parts do not available on time.

 Discriminate pricing.


 There are wide ranges of products under the Videocon Brand but only some
products actually reach to the retailers.

 Documentation issue.

 In-Shop-Demonstrator training should be given at the nearest centre. Most of
the trainings are conducted at Head-Office – Andheri.

 Training should be given to Non-In-Shop-Demonstrator sales executive as
well.

30 | P a g e

In-Shop-Demonstrator’s Salary Revision

 ISD’s are the one who provides information about the products and try to push
the product but their salaries have not increased since many years.

Replacement of damaged products

 Retailers keep variety of VG products but while loading and unloading or due
to other reasons products gets damaged in between. When Retailers raised
the replacement product complaint then it takes around 1-2 months for
replacement. They have to take many follow up’s from the concerned
department.

Documentation issue

 Also some of the retailers mentioned that there are so many problems related
to documentations like Replacement number mismatch etc.

Order turnaround time


Installation and Demonstration

 Once the product is sold then the next thing is Installation and Demonstration.
The problem retailers mentioned is that VG does not have one person for
installation and demonstration.

 First installation guy visits and installs the product and later when the
customer complains about demonstration to the retailers then retailers have to
raise the ticket again only for demonstration. After 2-3 days Demo person
visits and give demonstration to the households. Actually Demo and
installation is one activity but it is spitted into two which adds additional work
for retailers and headache for customer.

 Some of the retailers complained that demonstration people are new and
does not know how to operate the product and due to this, they have to send
their person to give demo.

 Also the demo and installation guy does not call before visiting the customer
and because of this some time they visit the customer place when they are
out.

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 Sometimes it happens that installation person gives date and time of the visit
to the customer and customer sits at home even they have other work, just
waiting for the person to come but installation guy does not visit that day.

 In some cases, husband and wife both are working then they available only
after 6:30 but Demo and installation guy doesn’t give service after 6:30 which
creates problem for them.

 Sometimes, installation and demo person does not get proper address, in that
case they does not call neither customer nor retailers instead they prefer not
to visit.

After Sales Service

 As per Retailers, After Sales Service is very poor. Most of the retailers gave 1
rating for this parameter.

 Sometimes it takes 15-20 days to attain the call. This happens especially for
people who stay outside region.

 One reason for delay could be unavailability of spare parts.

 Even for small issues it takes so much time.

 Sometimes, Issue does not fix at first time and it has to repair many times to
fix the issue which creates negative image about the product and brand.

Feedback Consideration

 There are problems related to some products. Retailers mentioned that they
already provided feedback about the same but no action has taken yet. For
example,

 Videocon 32hh/32580 – Wall mounting stand issue

Unavailability of spare parts

 Unavailability of Spare parts leads to delay of service and which leads to
unsatisfied customer.

 Retailers mentioned that there are serious issue of unavailability of below
spare parts:

 LCD/LED wall mount brackets – They have to purchase it from the
market because of unavailability

32 | P a g e

 Washing Machine
 Refrigerator
 TV – Picture tube etc.

 Due to unavailability of spare parts, retailers have to buy it from local marker
and this additional cost they have to bear.

Here is the feedback for Sansui LED/LCD products:

 Currently for some products installation brackets are provided to the retailers
and for some products these brackets are directly delivered to the installation
team. It creates confusion at retailers end and they have to keep track of
products which actually got brackets and which do not.

Discriminate Pricing

 Discriminate pricing issue has mentioned by some dealers. They face
problems from big retail chains like Next, Digiworld and Snehaanjali etc. which
price the same product at much cheaper price than dealer price.

 Dealers mentioned that these chains sell the products below the dealer’s
price. Also they mentioned that these chains supply products to their near
retail shops at lower rates as compared to company and due to this
sometimes even they also buy from them.

Unavailability of Products

 Some retailers mentioned that they have demand for LED/LCD, AC products
etc. but does not get them on time because of unavailability and hence their
sales lost. For example, in the summer there was huge demand for AC but
they were unavailable in that season because of shortage. “When there is
demand there is no supply and when there is no demand, supply is good”

 There are wide varieties of VG products but all varieties do not reach retailers.
Brochure has many products listed but only few of them actually reach
retailers.

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Findings & Suggestions
 ISD’s salary is not much so company has to look into this issue. Atleast, they
should be given salary which other company’s ISDs are getting.

 On special occasions, company should be given gifts which will not cost much
to the company.

 Company should give training to non ISD’s as well. Currently we provide
training to the dedicated VG ISDs only but what about the retail outlets which
does not have dedicated ISD? If we provide training to them then they will
explain the product better and which will increase chances of sale.

 If you ask any sales executives of retail shops “which is the best TV or any
other product?” then they will recommend other than VG product like Sony,
LG, Samsung etc. But when you put the financial constraint then they suggest
VG product.

 If we provide training to the sales executive on our variety of products then
this perception will might change.

 When the customer enquires about any product then ISDs do not take his/her
contact number or email id. If we take email id or phone number of customer
then we can take follow up and can give more discounts to attract the
customer. Below is the process which ISDs need to follow…

 I think that this step would create WIN-WIN situation for both company and
retailer.

 Below is the Process:

1) Customer enquires about VG products

2) In-Shop-Demonstrator will provide detail information about the product
and ask for mobile number or email-id at the end.

3) These contact numbers will be provided to the head office on daily
basis.

4) Retailers would also provide the list of customers who has actually
purchased the product.

5) If the customer does not return for purchase even after 3 days (follow
up duration company and retailer has to decide) then our head office
sales executive will call customer and check his/her status.

6) If the customer says that he/she will purchase the product in the next
week/month then executive will update the system and call back after
that period.

34 | P a g e

7) If the customer shows purchasing intent but delaying decision or
planning to buy competitors product then our executive will give more
discount and try to close the call.

8) Whatever profit company will earn from the sale of product, some profit
it will share with Retailer because they have provided database of
prospects.

 Advantages:

 “Finding new customer for the product is five times costly than retaining
existing customer”

 If we have database of existing customers or customers who has
enquires about the product then we can send them alerts about
Discounts, New offers, free service camps, new arrivals and much
more.

 One of the complaints which I received from retailer is that free service
camp information has provided that day itself and because of this they
could not able to contact customers and customers were also busy and
due to this customers were not able to take advantage of such camps.

 If we have database of our existing customer then we can contact them
directly and we can offer them other VG product also.

 One more model I would like to suggest to the company

1) When the customer purchases any Videocon Group product then that
time itself one card has to be issue to the customer.

2) It’s kind of lifetime membership card and customer has to fill one small
form at the time of purchase.

3) This card is nothing but a proof that he/she is Videocon user and will
be able to avail all facilities offered by Videocon.

4) It’s time to survive in the competitive market then you must have some
kind of Loyalty programs in place. This is one step towards it.

5) Retailers have to explain the advantages of this card. Company has
to offer below kind of things to the card holder.

a. Customer will get the updates about the service camps in his
area on his cell phone and email address which he/she has
mentioned in the form.

b. Discounts on all Videocon Group products.

35 | P a g e

c. Updates about new products in the market (these updated
company has to send only if customer wants to. In the
membership card we will ask question about new product
updates and if the customer said yes then only we will send
them updates).

d. Once in year or quarterly, parties or games need to be arranged
only for Videocon card holders. In these parties, we can display
our products and also sell to the interested customers.

6) Once we have database of our customer, we can try to sell them our
various range of products.

7) Since customer will be reaching out to the nearest retailers for new
offers, retailer’s sales would increase. Company try to use this model to
benefit retailers also. If the company uses direct sales executives to
sell the product then it might be possible that retailer’s sales would
decrease and they will stop to keeping our product and hence company
has to forward these leads to the nearest dealers/ retailers or
compensate them by giving some margin.

 Unavailability of spare parts directly affect after sales service. Some of the
retailers do not keep VG products because of poor After Sales Service. So if
we want to increase quality of After Sales Service then first thing we have to
do is make sure that all types of spare parts in the market.

 Retailers complained that replacement of product takes so much time and due
to this they do not get return on investment immediately and not able to rotate
money in the market. To solve this issue, what company can do is that they
can adjust the amount of damaged product from the next invoice so that
retailer’s money does not get block for more months. And also as soon as
product is available then it should be given first to these retailers.

 Some Observations…

 I visited many big retails chains and found that our product is always kept
below in the non-highlighted area.

 Some of the retail chains do not keep high end products of Videocon
Group products. For high-end products like LED, 3D etc. they keep
products of brands like LG, Samsung etc.

 I hardly seen Videocon Group experience zone in the retail chains
whereas Samsung and LG experience zone is present in every big retail
chains.

36 | P a g e

 To solve the problem of display of the product, Company should start buying
shelf space from big retail chains and try to increase the presence in the big retail
chains. Some of the big retail chains do not keep Videocon Group products; if we
buy the space then we can keep our high end products in these chains and can
target/attract upper class.

 Proper product training should be given to the installation guy so that he will be
able to give demonstration to the customer. If the company is doing it already
then they have to find out why they are not giving demo.

 To solve above issue, company executive should call the customer to take the
feedback on Demonstration and Installation. If the Executive has not given Demo
then he should be marked “Defaulter” and proper action should be taken so that it
won’t happen again in future and others also do not repeat the same mistake.

 I think company should form one dedicated team like “Quality Control” just to
keep a track of quality of service.

 Once any type of service is given to the customer, Quality Control executive
should call the customer to take the feedback about the service.

 It’s an important step and in the management term it is called as “Service
Recovery”. This step will help to convert dissatisfied customer into satisfied
customer.

 This team not only keep a track of quality service but will make sure that
appropriate feedback is given to the concerned person.

 Discriminate Pricing Issue has mentioned by many retailers and also I came to
know about the same from Videocon Sales Executives.

 There are various limitations of Discriminate Pricing. Big retail chains like
DigiWorld, Snehaanjali, Next, Vijay Sales etc. sells Videocon product at much
cheaper price than local retail shops. Sometimes they sell at price lower than the
price at which local retailers gets the product from the company.

 The reason behind giving the product at much lower price to these big retail
chains is bulk purchase and presence of these chains in all the cities.

 These big retail chains now know that if they bargain then they get the product at
much lower price and due to this “Bargaining power of big retailers” is increasing
day by day.

 They Big retail chains bargains like vegetable market because they know at the
end they will get product at much lower price. They think that company is
dependent on them and they are not dependent on company.

 The story of companies like LG and Samsung is actually other way around.
These companies have created power in the market in such a way that retailers

37 | P a g e

think that they are equally dependent on these companies because everybody
asks for products of brands like LG and Samsung etc.

 If the Videocon wants to survive in this industry and to achieve top position in the
industry then they have to take everybody into consideration. They have to think
about these small local retail shops also which as combine contributes most in
the sales turnover.

 If the big retail chains are selling product at much cheaper price then why would
people purchase from these small retail chains? And even if they purchase and
later they come to know that big retail chains are selling the product at much
lower price then they feel that small retail shop has cheated them and stops
purchasing from them next time onwards.

 Bargaining is fine but up to one limit. Over-bargaining leads to dilution of brand
image. We bargain only those products whose quality is not good or not much
value in the market.

 Company has to think about all the factors which I have mentioned above and
needs to start stabilizing the prices of products.

38 | P a g e

Point Of Purchase (POP) Display:

 Videocon also assigned us to study different types of POP (point of purchase)
material and its significance in the promotion of the brands.

 Below are the various types of POP materials:

Wobblers

Catalogue Danglers

Experience
Crowners
Zone

POP
Material
Shelfmat Standees

Window
OPS
Display

Feature
Posters
Card

 They are intended to draw the customers' attention to products, which may be
new products, or on special offer, and are also used to promote special
events, e.g. seasonal or holiday-time sales.

 Marketing materials or advertising placed next to the merchandise it is
promoting. These items are generally located at the checkout area or other
location where the purchase decision is made.

 Usually, in smaller retail outlets, POS displays are supplied by the
manufacturer of the products, and also sited, restocked and maintained by
one of their regular salespersons. However, this is less common in large
supermarkets as they can control the activities of their suppliers due to their
large purchasing power, and prefer to use their own material designed to be

39 | P a g e

consistent with their corporate theming and store layout. For example, If you
look at supermarkets or big retail chains like Snehaanjali, Vijay Sales, Chroma
they use their own POP materials instead of Videocon’s POP material.

 The purpose of point of purchase (POP) Displays is to make a business
owner's products appear more professional and appealing to the customer's
eye. They are an integral component of successful marketing, but remain
invisible to the average consumer. The customer is thinking about a particular
product but often they are drawn to the one which is displayed in a more
prominent fashion without knowing. Well done point of purchase (POP)
displays will draw consumers to one product over another, or give one store
the appearance of being more organized and clean.

 Your professionally designed POP display can make all difference between a
potential customer purchasing your product and the product of your
competitor.

 Many factors go into a well-designed POP display are Graphics, Layout, type
and presentation all contribute to the design of a perfect eye catching display
for your product.

Posters:

 A poster is any piece of printed
paper designed to be attached to a
wall or vertical surface.

 Posters are designed to be both
eye-catching and convey
information.

Product Display Stand:

 It is used to highlight one particular
product.

 It is frequently used when new
product launches in the market.

 Display wall is a wall where more
than one product is highlighted.

40 | P a g e

Window Display

 Shop owner creates attractive
scenes in windows facing street,
featuring products available in the
shop.

 This simple approach attracts new
customers who see something in
the window that is appealing.

Experience Zone:

 Experience zone you will see in
almost all big retail chains like
Chroma, Hypercity etc. where you
can actually experience the
product.

 Dedicated space is allotted in the
shop to setup experience zone and
company sometimes pays to
retailer for using the space.

On Product Sticker(OPS):

 The primary purpose of OPS is to
identify type, size, brand, product
line, manufacturer and other
product-specific information like
features etc. in order to inform the
customer and encourage purpose.

Crowners:

 Crowners are place above the
product.

 They basically used to highlight the
main features and offers available
on the product.

41 | P a g e

Danglers:

 Danglers are loosely hanging or
swing in to or fro. They are made
of cardboard with the design
printed over it for promotion of
products.

 Danglers increases the visibility of
the products

Standees:

 Standee is a large self-standing
display promoting a product or
event.

 There are various types of
standees.

Product feature standee
Brand standee
Display standee

Shelfmat:

 They are similar to crowners.
Crowners are placed above the
product whereas Shelfmats are
stick to the shelf.

42 | P a g e

 Big retail chains like Vijay Sales, Croma etc. do not use POP material provided
by the company, instead they prefer to use their own material designed to be
consistent with their corporate theming and store layout. Only small retail outlets
use it and they have raised few problems in it.

 Many retail chains complained that quality of marking collaterals like crowners,
danglers, posters etc. of Videocon Group is poor.

 Whereas competitor’s like LG, Samsung and Sony marketing collaterals are of
superior quality and hence they use these brands material only to highlight the
features etc.

 These outlets mentioned that Crowners of VG does not stand on the product
properly and also Shelfmat does not stick to the shelf.

 I hardly seen Videocon Group experience zone in the retail chains whereas
Samsung and LG experience zone is present in every big retail chains.

 Also I have observed that LG, Samsung and Sony spend lots of money on
Branding and the quality of Branding is far better than Videocon Group.

 Always you will find branding of these giants LG, Samsung and Sony in the
entrance of Retails or in the area which gets noticed easily whereas Videocon
branding you will find in the area which hardly gets noticed.

Suggestions:

 Since big retail chains do not use our marketing collaterals, we should not
provide them and instead we can use it somewhere.

 POP material plays very important role in attracting customers by highlighting
features of product etc. and hence quality of POP material needs to be improved
future to match or exceed the competitor’s quality.

 Some of the big retail chains do not keep Videocon Group products; if we buy the
space and setup experience zone then we can keep our high end products in
these chains and can target/attract upper class.

 Marketing collaterals quality has to be improved. Some of the marketing
collaterals provides more information about the products and attracts the
customer by highlighting the features. In most of the cases, I have seen that
sales executive guy does not have any information about the product but just
explains the things by reading these marketing collaterals like Crowner etc.

43 | P a g e

Sales Promotion Activity:

Promotion is an incentive tool used to drive up short term sales.
Promotion can be launched directed at consumer or trade. The focus of
advertising to create reason for purchase the focus of promotion is to
create an incentive to buy. Consumer incentives could be samples,
coupons, free trial and demonstration. Trade incentive could be price off,
free goods and allowances. Sales force incentive could be convention,
trade shows, competition among sales people.

Sales promotion activity can have many objectives, for example, to
grab attention of new customer, reward the existing customer, and
increase consumption of occasional users. Sales promotion is usually
targeted at the fence sitters and brand switchers.

Sales promotional activity for the product is selected looking at the
overall marketing objective of the company. The final selection of the
consumer promotional tools needs to consider target audience, budget,
competitive response and each tool’s purpose.

Sales promotion activity should under-go pre-test before
implementation. Once the activity is launched it should be controlled as
to remain within the budget. Evaluation program is a must after
implementation of the promotional scheme.

LCD/LED carnival at Snehaanjali:

Recently, Videocon held LCD/LED carnival at all Snehaanjali
stores in India from 9th to 17th June 2012. The main objective of this
carnival was:

1) To drive up short term sales.

2) To grab attention of new customer.

3) To increase consumption of occasional users.

4) To create awareness about Videocon high end products like 3D, LED,
LCD.

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Below are few snapshots of Carnival:

 In this carnival, Emcees was appointed to announce continuously about
Videocon’s product offering.

 In-Shop-Demonstrator was also present there and he had to explain the product
to everyone who enquires about the product.

 Emcees played the small games to engage the customers and also rewarded
them with gifts.

 The response to this carnival was average. In my view, the reason behind non-
response from customers is that carnival was held in the rainy season and before
the school/college gets start. During this month, people have to pay
school/college fees and many other educational expenses related to it and hence
people do not buy expensive items in this month.

45 | P a g e

Suggestions:
 Carnival should be held during summer season when everyone has time and
children gets holiday.

 In the carnival, nobody was taking contact numbers of people who has come for
enquiry. I think we should take contact number of people who enquired and
needs to take follow up on timely basis.

46 | P a g e

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.

 Analysis was done on the presumption that the information collected from the
respondents was true and correct.

 Due to the rush of customers at the dealers place they could not give time to
answer the questionnaire.

 Due to the nature of questions the respondents were reluctant to part with
certain information or could not give accurate information.

 Non-cooperation shown by certain retailers and their ignoring attitude.

 A limited time frame i.e. of just 6 weeks, due to which we were not able to
reach those destinations which we wish we would.

 We cannot say that the data taken for our study is fully adequate to get the
desired or accurate result.

47 | P a g e

Bibliography:

References:

Websites-

1) www.videoconworld.com
2) www.google.com
3) www.wikipedia.com

Journals-

1) Marketing journals

Books-

1) Marketing management by Philip Kotler
2) Market research by Naresh Malhotra

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Annexure

Q1. Name of the Retailer:

Q2. Location:

Q3. On the basis of 1-5 scale, please rate Videocon brand products based on below
attributes.

Please select one for each attribute.

No Aspect
3
1 Neither
4 5
Strongly 2 Agree
Disagre Strongly
Agree Agree nor
e Disagree
Disagre
e
01 Quality
02 Demo & Installation
03 Follow-up Calls to
Customers
04 After Sales Service
05 Pick-up & Delivery of Faulty
Products
06 Availability of Spares

Q4. Does Videocon conduct Free Service Camps?

1 Yes
2 No

Q5. On the basis of 1-5 scale, please rate LG brand products based on below
attributes.


49 | P a g e

No Aspect 3
5
1 Neither
4 Strongl
Strongly 2 Agree
Disagre y
Agree Agree nor
e Disagre
Disagre
e
e
01 Quality
Customers
Products

Q6. Does LG conduct Free Service Camps?

1 Yes
2 No

Q7. On the basis of 1-5 scale, please rate Samsung brand products based on below
attributes.


No Aspect 3
5
1 Neither
4 Strongl
Strongly 2 Agree
Disagre y
Agree Agree nor
e Disagre
Disagre
e
e
01 Quality
Customers
Products

50 | P a g e

Q8. Does Samsung conduct Free Service Camps?

1 Yes
2 No

Q9. Please let us know if you have any concerns or suggestions to Videocon on
below parameters.

Please be specific.

No

Aspects Dealer’s Response

01 Quality
03 Follow-up Calls to Customers
05 Pick-up & Delivery of Faulty Products
07 Any other feedback, please
mentioned here

Thank you!

51 | P a g e

Videocon Dealer Satisfaction Report

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