The document is a project report submitted by Deepak Kumar for his post graduate diploma in management. It discusses Deepak's summer internship project analyzing the marketing activities of Videocon and its competitors in Kolhapur, India. The project involved conducting surveys of retailers and distributors in Kolhapur, observing Videocon's marketing strategies like POP displays, advertisements, and branding. It also discusses promotional activities conducted by Deepak, such as training sessions, distributing gifts and messages to dealers, and canopies to introduce new products and offers. The goal of the project was to analyze Videocon's declining market position and provide recommendations to improve sales.

1. 1
SUMMER INTERNSHIP
PROJECT
A
PROJECT REPORT
ON
“THE COMPETITIVE STUDY OF MARKETING ACTIVITIES OF VIDEOCON
GROUP AND ITS COMPITITORS IN KOLHAPUR AREA”
AS PARTIAL FULFILLMENT OF POST GRADUATE DIPLOMA IN
MANAGEMENT, 2ND YEAR
SUBMITTED BY
DEEPAK KUMAR
PGDM (2011-13)
DMIIA20
IAEER’S PUNE INSTITUTE OF BUSINESS MANAGEMENT
(APPROVED BY AICTE, MINISTRY OF HRD, GOVT. OF INDIA)
PUNE

2. 2
(2011-2013)

3. 3
DECLERATION
I DEEPAK KUMAR hereby declare that this project report is the record of
Authentic work carried out by me during the period from 15th may 2012 to 14th July 2012
And has not been submitted earlier to any university or institute for the award of any
Degree/Diploma etc.
NAME - DEEPAK KUMAR INTERNAL MENTOR
DATE - 05TH JULY 2012 MR. SANJEEV KULKARNI
PLACE – KOLHAPUR EXTERNAL MENTOR
MR.PANKAJ DESHMUKH

4. 4
COMPANY CERTIFICATE

5. 5
CERTIFICATE FROM COLLEGE

6. 6
ACKNOWLEDGEMENT
This project has been an honest and dedicated attempt to make the analysis on marketing
material as authentic as it could .and I earnestly hope that it provides useful and workable
Information and knowledge to any person reading it.
During this period, I had the pleasure of working closely with accomplished organization
people who shared with me their experience and helped in completion of my research.
I express my sincere thanks to my project guides MR.PANKAJ DESHMUKH and
MR.ASAD SHAIKH and my institute faculty prof. SANJEEV KULKARNI for
guiding me.
Lastly I am grateful to my parents who been my mentors and motivators .i am also
thankful to all my batch mates who have been directly or indirectly involved in successful
completion of this project.

7. 7
TABLE OF CONTENTS
1 .TITLE PAGE……………………………………………….
2 .DECLERATION…………………………………………..
3 .CERTIFICATE FROM CORPORATE…………………...
4 .CERTIFICATE FROM COLLEGE……………………….
5 .ACKNOWLEDGEMENT…………………………………
Sr.no Topic Page no s
Chapter 1. Objectives and scope of the project
Chapter 2. Synopsis of the project
2.1) Company profile
2.2) Basic introduction of the project,
2.3) Organizational hierarchy
2.4) Department
Chapter 3. Research methodology.
3.1) data collection
3.2) techniques for analysis
3.3) pictorial/graphic/pie-charts, presentation of data
Chapter 4. Observations /findings
Chapter 5. Limitations
Chapter 6. Suggestions/recommendations
Chapter 7. Conclusion
Chapter 8. bibliography

8. 8
Chapter no -1
Objectives and scope
Of the project

9. 9
1. 1 Objectives of the project
Following were the main reasons for project research-:
1 .To probes the reason for declining no.1 position and share of Videocon.
2. To find out the different techniques of marketing to increase sales.
3. To get the feedback of distributors from Kolhapur reason.
4. To find out the dealers who are working with Videocon and if not, then why?
5. To identify the issues related with Videocon and its distributors
6. To study the position of Videocon in the minds of consumer in comparison to its
Competitors
7. To find out the factors that affects the sale of Videocon products
8. Suggesting viable recommendation to be implemented in the area to solve those
Problems

10. 10
1.2 scope of the project
Following were the scopes ofthis project
The projects aim to get us out of the classroom and into the real world of companies
Competitors, markets, dealers, distributors, and customers, for me.it has open the
Way for walking into experiences, the ultimate goal of this research is enormous
With its true sense, physically and practically.it shows the potential of the company
And me.
1. The scope of this project helps in analyzing the factors, which influence the referring
Behavior of customer.
2. The scope was such that the study was been conducted by meeting different dealers of
Different areas which depicts the overall picture.
3. The conclusion obtained/generated from the study is such that, it will show the whole
picture of the company and the strategies being adopted.
4. The study can be helpful in taking decisions in those areas where they are lacking
behind
5. The project also helps to know how an organization works in real environment and
Different market scenario.
6. The project will help to find out the major differences of the company with its
Competitors.

11. 11
Chapter no -2
Background information/
Synopsis of the
Project

12. 12
2.1 Company profile
Videocon is an industrial conglomerate headquartered in Gurgaon with interest all over
the world. And is an Indian multinational company.it was incorporated on 1979,engages
in manufacture, marketing, and distribution of consumer durables, color picture tube
(CPT),and cathode ray tube glasses in India and internationally. The group has 17
manufacturing sites in India and plants in china, polland, Italy and mexico.it is also the
3rd largest picture tube manufacturer of the world.
Videocon group has annual turnover of 4 billion USD, making it the largest consumer
electronics and home appliances, company in India. Videocon is one of the largest CPT
manufacturers in the world operating in Mexico, Italy, polland, and china.in august 2009;
Videocon industries ltd .has introduced its concept stores, DigiHome, to reach out to
customers.
Generally company operates in following key sectors
2.1.1 Consumer electronics
2.1.2 Mobile phones
2.1.3 Telecommunication
2.1.4 Color picture tube glass
2.1.5 Dth
2.1.6 Oil and gas

13. 13
2.1.1 Consumer electronics
Videocon sells consumer product like color television, plasma TV;LCD TV;34 inches
TV; slim TV; flat TV; conventional TV;DVD; and multimedia speakers. Washing
machine, air conditioner, refrigerator, microwave Owens and many other home
appliances selling them through a multi brand strategy with largest sales and service
network. the company’s home appliances products include frost free refrigerators; direct
cool refrigerators; side by side refrigerators; fully automatic washing machines; semi-
automatic washing machines; microwave ovens; window AC; split AC; and tower AC.
TELEVISION

14. 14
HOME APPLIANCE
REFRIGERATOR MICROWAVE OWEN WASHING MACHIN

15. 15
2.1.2 mobile phones
In Nov, 2009 Videocon entered into a new line of product mobile phones .till now
Videocon has launched a no of innovative handsets ranging from basic color FM
PHONES to high end ANDROID DEVICES .and in Feb 2011.company launched a
revolutionary concept of ZERO PAISE/Sec
2.1.3 Telecommunication
Videocon telecommunications limited has license for mobile service operation India.it
launched its services on 7th April 2010 in Mumbai.

16. 16
2.1.4 Color picture tube
Videocon is one of the largest CPT Glass manufacturers in the world, operating in china,
polland, Italy and Mexico.
2.1.5 Dth
In 2009, Videocon launched its DTH product called d2h.videocon offered LCD and CTV
with built in DTH satellite receiver with size 19” to 42” .this concept was totally new for
the market as other like ZEE TV’S dish TV, TATA SKY ,and RELIENCE’s big TV etc.
provides only set-up box
2.1.6 Oil and gas
Videocon also deals in oil and gas manufacturing .it has its manufacturing plant RAWA
oil field which produces near about 50,000 barrel of oil per day

17. 17
HISTORY OF VIDEOCON
1985- Color TV
1987- Washing Machine
1989/1990- Home Entertainment Systems, Electric Motors, Air
Conditioners
1991- Refrigerators, Air Cooler
1995- Glass Shells for CRT
1996- Kitchen Appliances & Crude Oil
1998- Compressors, Compressor Motor
2000- Philips CTV Plant Takeover
2005- Thomson Acquisition, Electrolux India 3 Plant Takeover
2008- Merging Of Group Brands (Akai. Sansui, Kelvinator,
Kenstar)
2009- Telecom Venture, Groups New Industry
FIRST TIME IN INDIA
- 1st Tilt Drum Washing Machine
- Frost Free Refrigerators
- Flat Tube for B&W TV
- Pip in Color TV
- Washing Machine as a Category
- Rotary Compressors in Aircon
- Components Manufacturing Like Glass, Motor, Compressors, Picture Tube

18. 18
MERGERS OF VIDEOCON

19. 19
PRODUCT RANGES UNDER VIDEOCON
AC,WASHING MACHINE AND REFRIGERATOR

20. 20
2.2 BASIC INTRODUCTION OF THE PROJECT

21. 21
My project title was marketing and promotion activities of Videocon and its
competitors in Kolhapur area ,I have done survey in the market of Kolhapur and the
areas close to it like Bidri, Ichalkaranji, Murgud, Gandhi Nagar, Wadwa, etc. during
the period of 18th of May 2012 to 14th of July 2012. then I meet with various distributors
and dealers of these areas after that I participated in various marketing activities like pop
activities ,canoopee activities, then I participated in training activities being organized
by company to its FISD trainees to improve interaction with customers and to better
understand our products, what are unique features of our products, what are the various
attributes of our different products, then I also participated in paper advertisement
process activity, then I also came to know how ISB,GSB,NLB are used .and how much
impact it creates in promoting a product. Then I also took the help of questionnaire and
took depth interview of different dealers and distributors to know the steps taken by
Videocon and different competitors to promote their products.
Videocon is the India’s no.1 company in consumer durables field and is the only picture
tube manufacturer company. But from last few years there was a fluctuation in its
position.my first part of the study was to know who are the competitors of Videocon. For
that I visited various counters to see how many brands were existing in the market. Then
my next step was to find out the market leaders in different fields. And what were the
reasons for their popularity. What type marketing and promotional activities being
adopted by them. And what support they do to the dealers. Then to find out the feedback
of distributors about our product. For that I used questionnaire method and took brief
detail interview of distributors and dealers. Then my next step was to perform different
activities to promote our product .for that I went into the market and used various
techniques like use of pop materials to attract customers and then used ISB/GSB/NLB to
create awareness about our products among customers and to show them how our
products are different from our competitors. Then we organized activities like canoo pee
activity and provided various offers on different products to increase our sale.

22. 22
KENSTAR COOLER WELCOME GATES
KELVINATOR BANNER DEPLOYMENT
POP DEPLOYMENT
SMALL SCALE EXHIBATION-
1. NOVEL APPLIANCES, KOLHAPUR
2. DEEPAK AGENCY, MURGUD, DIST-KOLHAPUR
3. SHAH ELECTRONICS, PALUS, DIST-SANGLI
ISB
1. NOVEL APPLAINCES PVT LTD
2. RAJAKAKA ELECTRONICS
3. NEXT RETAIL INDIA LTD, KOLHAPUR
4. INDIA ELECTRONICS
DISPLAY STANDS
LCD DISPLAY STANDS AT RAJAKAKA ELECTRONICS
NLB
KENSTAR NLB- 9 NLB INSTALLED MORE 11 TO GO
VIDEOCON D2H HD STB INSTALLATION AT 11 COUNTERS
SMS TO DEALER ON NEW PRODUCT LAUNCH
ISD TRAINING
CANOPEE ACTIVITY
1. NEXT RETAIL INDIA LTD, KOLHAPUR
2. RAJAKAKA ELECTRONICS, KOLHAPUR
ACTIVITES CONDUCTED @ KOLHAPUR

23. 23
2.2.1 pop activity
Pop (point of purchase) activities are generally undertaken to attract customers suddenly.
Under which products are being decorated by using different materials which shows its
unique features. In which materials like crowners, body stickers, catalogs, ops,
ribboning, stickers etc., are used to give an attractive look to product and differentiate it
from others.
It creates a good impression in the mind of customer and forces them to purchase a
particular product.it is a very essential part of marketing

24. 24
2.2.2 Paper advertisement
Paper advertisement is the process of reaching the customers directly .it is done by
giving ads in newspaper regarding products. It is one of the best technique to reach
maximum number of customers at a time but costly. The main purpose of giving adds in
newspaper are-
CREATING AWARENESS ABOUT PRODUCT
REMINDING CUSTOMERS ABOUT OUR PRODUCT
GIVING INFORMATION ABOUT LATEST SCHEMES
ADVERTISING RGARDING NEW LAUNCHING OF PRODUCT

25. 25
It is necessary to remind the customers about product from time to time. And for doing
that paper advertisement technique is the best method to do so.it covers a large area at a
time. A good paper advertisement remains in the mind of a customer for a long time.it is
also helpful to create awareness about new launching of any product or scheme.
2.2.3 branding
It is the process of differentiating our product from that of our competitors.it is used to
show special features of our products. What are their major attributes, why costumers
should purchase our products.it is done through following ways-
IN SHOP BRANDING (ISB)
GLOW SHINE BOARD (GSB)
NON LEAD BOARD (NLB)
STANDY
BANNERS/HOARDINGS
IN SHOP BRANDINGS IN SHOP BRANDING STANDY
ISB are used as a form of marketing which is used inside the shop to create brand image.
GSB techniques are used to attract customers from long distance. STANDY are used to
give an attractive looks to the products. Banners / hoardings is also a best technique to
create awareness about products to a large no of people.it helps to remind customers
again and again.

26. 26
2.2.4 CANOOPEE ACTIVITY
These activities are under taken to attract customers by giving some special attention to
particular products by organizing CANOPEE, CAMPS. Separate from shops to areas
where gathering of people are more. These are performed for following reasons-
TO GIVE SPECIAL ATTENTION TO ANY PARTICULAR PRODUCT
TO REMOVE OLD STOCKS BY SELLING IT ON SOMEOFFERS, DISCOUNTS,
ETC
TO CREATE AWRENESS ABOUT NEW PRODUCT

27. 27
FISD TRAININGS
Training is imparted to FISD in order to bring effectiveness and efficient in their
performance.it helps FISD in following manner.
HELPS THEM TO KNOW HOW TO INTERACT WITH CUSTOMERS
HELPS TO GET BETTER KNOWLEDGE OF PRODUCTS
TO MAKE THEM AWARE HOW OUR PRODUCT IS DIFFERENT FROM
COMPITITORS. HOW OUR PRODUCTS WORK
LIVE DEMO
These types of activities helps employee to better understand about the product. What are
the unique features of our products? How does it work?
FISD are those employees whose main work is to interact with the customers and convert
them to purchase our brand. These are appointed by company at various shops to give
information regarding particular brand.

28. 28
2.2.5 sending gifts and messages to dealers
The main motive of sending gifts to the dealers is to1` help the organization to maintain
good relationship with the dealers.it shows them how important they are for the company.
And sending messages through way2sms .com about new products helps them to remain
update with the company.it is a best method to make them aware about new launching of
products. Following are the benefits of it.
CREATE GOOD RELATION BETWEEN COMPANY AND DEALERS
HELPFUL TO CREATE AWARENESS ABOUT NEW PRODUCT TO DEALERS
IT IS ONE OF THE BEST METHOD OF MARKETING A PARTICULAR BRAND

29. 29
THE NAME GIVEN TO THIS ACTIVITY WAS “V UNITE”
V UNITE
A PROJECT TO CONNECT WITH TRADE
PARTNERS OF KOLHAPUR BRANCH

30. 30
Videocon Kolhapur Branch Is Having 100 + Trade Partners.
We Can Get Attached To These Trade Partners by Sending Them Bulk Sms Through
Way2sms.
Sms Can Be Very Useful Tool to Circulate Information Quickly At Counter End.
These Sms May Carry New Product Launch Info/Price List Info/Scheme Info/Trade
Partner Birthday Wishes/ Festival Wishes/ Videocon News/ Paper Adv. Schedule Info
Etc.
Trade Partner Will Feel Strengthened As He Is Getting Info/News/Wishes/Adv. Schedule
Through Sms.
Max 100 Bulk Sms Can Be Sent Via Way2sms/Day.
SUMMARY OF “V UNITE”

31. 31
2.2.4 Organizational hierchy
CHAIRMAN
PRESIDENT PRESIDENT
DIRECTOR DIRECTOR
CFO
MKT.
VD/KE
N
MKT.
SAN/KE
L
CPO GCHR
O
EXPO
RT
SERVI
CE
DIGI
WORL
D
CTO
COO- HINDI COO- CENTRAL COO-SOUTH
MK
T
SALE
S
ADMI
SALE
SVD/
KT
SALES
SN/KL
FOH CFH HR
ADMIN
SERVI
CE
MT/
NEXT
DIGI
WORL
D
RM
BM
SAN/KEL
BM
VID/KEN
BRANC
H
SERVIC
BRANCH
MKT
BCC
SO/SE
INTERNSHIP

32. 32
2.2.4 department hierchy
RCC- REGIONAL COMMERCIAL CONTROLLER
RLC –REGIONAL LOGISTIC CONTROLLER
ZSM- ZONAL SERVICE MANAGER
BSI –BRANCH SERVICE INCHARGE
BLC –BRANCH LOGISTIC CONTROLLER
REGIONALMANAGER
RRCCRCC BMBM ZSMZZSM RLRLC
BBSI
ASAASE
BBLC BCC
ACCOUNT
ASSISTANT
ACCOUNT
ASSISTANT

33. 33
Chapter no-3
RESEARCH
METHODOLOGY

34. 34
3.1 methods and tools adopted for analysis
Type of research –descriptive and exploratory research
Descriptive study is a fact finding investigation with an adequate interpretation.it is the
simplest type of research and is more specific. Mainly designed to gather descriptive
information and provides information for formulating more sophisticated studies.
Descriptive research, also known as statistical research, describes data and characteristics
about the population or phenomenon being studies
Exploratory research – this method is concern with the discovery of new facts, things or
idea. Such discovery and new finding helps a research in providing new explanation and
interpretation.
Scaling technique
For the measurement of variables, nominal scale is used which is the most widely used
scale in market research, where respondents specify their response to a statement.

35. 35
3.2 data collection
1. Primary Data
A) Questionnaire: - a set of questions related to the research topic was
formulated. Response for each questions included in the questionnaire has been collected
from the customers.
B) Interview: - apart from collecting different responses from the customers some
extra information has been obtained through face to face interviewing activity.
2. Secondary data
Secondary research was done to built an in-depth understanding of the outlet.
Detailed analysis of secondary information was used to arrive at the specific frameworks
provided in the report.
Secondary data refers to existing primary data that was collected by someone else or for a
purpose other than the current one.it means already available through books, journals,
magazines, newspaper, and websites.
Data has been collected through various websites the list of which has been given in the
end of report.
3. Sampling method
The sampling methodology used is non-probability sampling technique –convenience
sampling (A non-probability sampling technique that attempts to obtain a sample of
convenient elements. The selection of sampling unit is left primarily to the interviewer

36. 36
4. Sample size: - i had chosen 40 dealers for the analysis.
5. Questionnaire: - the questionnaire is formed in such a way that the information
required for the study is acquired from each item i.e. questions. Here I have used nominal
scale of measurement to measure the respondent’s responses with each of the series of the
items in the form of statements.
6. Sample design:-
Selection of study area: pune
Selection of sample size: 40
3.3 techniques for analysis
For the proper analysis of data, tabulation, cross tabulation, quantitative technique such
as percentage method, pie charts was used.
3.4 pictorial/graphic/pie-charts, presentation of data

37. 37
DETAILS OF PAPER ADVERTISEMENT

38. 38
Pie-chart
INTERPRETATION
The above data shows the details of paper advertisement made by different consumer
durables companies in last 2 months in Kolhapur areas.as per this data advertisement of
Videocon brands was more in compare to other brands
Advertisement of AC and REFRIGERATOR were more during these days. The main
concern and focus of companies during these days were AC and REF. and by the end of
June .paper advertisement of WASHING MACHINE was on the peak. June, July and
august are the month of monsoon. And the market for other consumer durable gets down
during this period .so, the focus of the companies is mainly on washing machine.
VIDEOCON
MITSUBISHI
TOSHIBA
SYMPHONY
LLOYD
GODREG
PANASONIC
DAIKIN
VOLTAS
LG
SANSUI

39. 39
MOST PREFFERED BRNADS BY DEALERS
1. GODREJ - brand name, good service, for almirahs, washing machine and ref
2. SAMSUNG – wide range, good quality, good product model for LCD, AC and ref
3. SONY – good advertisement, wide range, brand name, for LCD and home theatre
4. LG – good service, good quality, attractive models, for ref
5. SANSUI- low cost, good service, wide range, for LCD and ctv
6. VIDEOCON – low cost, wide range, adv.by shahrukh. For washing machine, led and
ac
7. TOSHIBA – good service, brand name, for LCD and ctv
8. SHARP –good advertisement affordable range, for LCD and ctv
9. KELVINATOR – good advertisement, positioned as the coolest one brand for ref
10. PANASONIC – affordable price, good service, for ctv and LCD
11. PHILIPS – old brand, good service, for ctv and LCD
12. ONIDA – good advertisement, good range, brand name, for lcd and ctv
Response of customers for Videocon
Good due to its low price
Wide range but complexity in use
Low quality
Refrigerator and washing machine is good but poor response for LCD and CTV
Difference in advertisement shown and product offered
Service is not up to the mark

40. 40
PRODUCT DISPLAY
SHREE GANESH ENTERPRISES, RADHA NAGRI
INTERPRETATION
The dealer has good faith on Videocon, he don’t have large no of display of Videocon.
his first preference for washing machine is Videocon and refrigerator also after godrej.in
these areas customers mostly prefers godrej for refrigerator and for LCD and ctv ,as per
their cost and services provided by them.in which Sansui is having large market in
comparison to others.
0
2
4
6
8
10
lg
onida
sansui
samsung
videocon
crown
godrej
TV
REF
WM

41. 41
Raja kaka electronics Kolhapur
Interpretation
Raja kaka electronics is one of the biggest distributors and dealers of whole Kolhapur.
His major preference in durable market is LG and after that SAMSUNG for the wide
range of products provided by the company and the services offered by them. In
refrigerator they also prefer whirlpool, Videocon and Panasonic for its affordable price.
And in TV Sony, Philips, Videocon and Sansui are also preferences.
NOVELS APPLIANCES, KOLHAPUR
0
5
10
15
20
25
30
35
sony
philips
videocon
sansui
samsung
panasonic
onida
lg
electrolux
kelvinator
whirlpool
tv
wm
ref
ac

42. 42
Novel appliances is one of the biggest dealers and distributors of Kolhapur. They
generally used to prefer LG in all segments due to its good market reputation. And the
services provided by it.as per his comments, customers has good faith on LG and they
have a wide range of products with them in each segment, after that their next preferences
are godrej and Videocon. Videocon for its low rates and godrej for its good market
reputation and good service. Videocon is preferred by generally low class customers as
they can’t able to afford high range of products. For LCD and CTV, Sony is also
preferred by them. For its good sound quality and good picture quality. For AC the major
competition is between LG, GODREG, VIDEOCON and WHIRLPOOL.
0
10
20
30
sony
lg
godrej
sansui
videocon
crown
whirlpool
ifb
tv
wm
ref
ac

43. 43
Chapter no –4
Observations and
Findings

44. 44
Following were the findings from the research
4.1 visibility of the outlet-
Many of the outlets were very far away from the branch office .due to which it was very
difficult for the merchandisers and other marketing employees to reach there and perform
different activities, and it is very difficult to reach there on regular basis and update new
information from time to time and organizing activities on regular basis.
4.2 customer’s dissatisfaction-
Customers in these areas were not satisfied with the services. There was poor follow up
system by the company in terms of services. On the basis of information provided by the
dealers many complaints were still pending. And the cost of services were to much high.
These things were the main reasons for the customer’s dissatisfaction.
4.3 poor co-ordinations between distributors and organization
Dealers were also not satisfied with the policy of the company. The main reasons for their
dissatisfaction was difference in pricing of distributors and company. Dealers were
getting the products at lower cost from distributors and at higher cost from company,
which must not happen, then there were various distributors who were purchasing the
products at lower cost from somewhere else and selling those into Kolhapur market and
company has no control over that.
4.4 bad word of mouth
Past experiences of customers, which were not good enough, leads to unfavorable
publicity of the company. That’s why even after the huge expanses in marketing,
company were not able to generate revenue .which leads to loss in business.

45. 45
4.5 lack of awareness about new product and its uses
As per the data being collected from the distributors. Due to lack of marketing activities
in several areas, customers were not completely aware about various products and its
uses. LED 3D customers have very less awareness about this product .and customers
were less informed about the uses of latest tilt drum washing machine.
4.6 target market
On the basis of interaction with dealers and information provided by them. Distributors
were little bit confused, who are the real target customers of the company. Prices were
low .which will attract medium and lower income group. but complexity in various
products creates problem to use them.
4.7 position of Videocon
Videocon has been positioned as a low cost product in the mind of customers. and due to
its poor service it is treated as a last choice .and is various times used to gift someone
4.8 dealer’s dissatisfaction
Dealers were not satisfied with the organization due to its poor service facility.
Customers used to complaints about the product and very often it is being recovered by
the company which creates bad impression and creates bad impact on goodwill of the
dealers in the market
4.9 poor support to branch offices from company
Branch gets just 0.2% of the total target of the branch per month. Which in terms of rupee
very much low and it is very difficult to cover wide market in such a small amount and
availability of POP materials is also very poor.

46. 46
Chapter no -5
Limitations of this
Project

47. 47
Following were the limitations of this project
Although full efforts have been made in the study but the following
limitation should be kept in the mind before making any conclusion-
1. Sample size was small in comparison to entire population (40)
2. Many dealers were biased as they were thinking that the person who is taking
Interview is the employee of Videocon. Due to which they were just giving the
Response in favor of Videocon to maintain good relation
3. The common language used in these areas was Marathi. So, it was very tough to
Communicate with dealers in other language.
4. On the basis of small population it is very difficult to interpret anything.
5. due to language problem or to just complete the interview and questionnaire
Session, dealers may give irrelevant answers.

48. 48
Chapter no-6
Suggestions and
Recommendations

49. 49
Suggestions and recommendations
As per the survey done following were the recommendations of the
survey:-
1. Company should more focus on service related issues rather on pricing policy.
2. Company should take feedback from customers to know the responses for Videocon
.after all. They are the end users
3. Company should always be in contact with dealers as asks for problems related to
Product, if they are having.
4. Company must reach to those areas which are far away from the city to make the
Product available on time.
5. Complete knowledge must be imparted to the sales persons at retail sector which are in
Direct contact with the customer to attract new customers
6. Should focus on creating more brand awareness. Activities should be created on
Regular basis
7. More franchise and outlets should be opened.
8. Branch must have regular contacts with dealers and retailers.
9. Demo activities and other marketing activities should be conducted on regular basis at
Different counters.

50. 50
Chapter no -7
Conclusions

51. 51
I had conducted the market survey and different marketing activities in Kolhapur
Maharashtra. i choose the brand “VIDEOCON” because it’s a biggest Indian brand and
holding the no.1 position in durable market. But from past few years it has been found
little bit fluctuation in its position. And after being a market leader for a long period in
various segments loses its position and customers were not satisfied by the company from
its services.
I was very lucky to join this company and learnt so many things, like punctuality, hard
work, selling strategy of company etc. even I met with various dealers and distributors
having different mindset for different brands. Thus I came to know about different views
for different brands and services being provided by them. And who are the current market
leaders in different sectors of consumer durables field and reasons for their success.
After the survey I came to the conclusion that consumers were not satisfied with the after
sale services of the Videocon. And less aware about the new products being launch by the
company. And the company was not able to reach to its various dealers. Past customers
were having fewer issues with the company and they were satisfied and now also their
first preference goes to Videocon only but the new customers were very much
dissatisfied. And it is very difficult for the customers to differentiate the different
products due to lack of proper advertisement.
The survey also showed that Videocon is offering their products at cheapest rates in
comparison to its competitors. Videocon’s logo is very much popular in rural sectors and
“VIDEOCON WASHING MACHINE” is a generic name for washing machine and
many places “MATCH ON TO VIDEOCON” for TV. Then it is the first company to
launch LCD with inbuilt DTH.
At the end I would like to comment that if Videocon is able to sort out the problems
being mention, then I am sure that once again Videocon will be the market leader soon in
all sectors.

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Chapter no- 8
Bibliography

53. 53
Bibliography
1. Website
www.wekipedia.co.in
www.google.co.in
www.videocon.com
2. Newspapers
Pudhari
Lokmat
Hindustan times
3. A. b. Rao

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