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SUMMER INTERNSHIP PROJECT

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.

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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 (2011-2013)
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 COMPANY CERTIFICATE
5 CERTIFICATE FROM COLLEGE
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 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 Chapter no -1 Objectives and scope Of the project
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 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 Chapter no -2 Background information/ Synopsis of the Project
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 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 HOME APPLIANCE REFRIGERATOR MICROWAVE OWEN WASHING MACHIN
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 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 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 MERGERS OF VIDEOCON
19 PRODUCT RANGES UNDER VIDEOCON AC,WASHING MACHINE AND REFRIGERATOR
20 2.2 BASIC INTRODUCTION OF THE PROJECT
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 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 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 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 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 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 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 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 THE NAME GIVEN TO THIS ACTIVITY WAS “V UNITE” V UNITE A PROJECT TO CONNECT WITH TRADE PARTNERS OF KOLHAPUR BRANCH
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 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 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 Chapter no-3 RESEARCH METHODOLOGY
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 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 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 DETAILS OF PAPER ADVERTISEMENT
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 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 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 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 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 Chapter no –4 Observations and Findings
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 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 Chapter no -5 Limitations of this Project
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 Chapter no-6 Suggestions and Recommendations
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 Chapter no -7 Conclusions
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.
52 Chapter no- 8 Bibliography
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
54

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SUMMER INTERNSHIP PROJECT

  • 1.
    1 SUMMER INTERNSHIP PROJECT A PROJECT REPORT ON “THECOMPETITIVE 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.
  • 3.
    3 DECLERATION I DEEPAK KUMARhereby 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.
  • 5.
  • 6.
    6 ACKNOWLEDGEMENT This project hasbeen 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 Objectivesand scope Of the project
  • 9.
    9 1. 1 Objectivesof 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 ofthe 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 Backgroundinformation/ Synopsis of the Project
  • 12.
    12 2.1 Company profile Videoconis 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 Videoconsells 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.
  • 15.
    15 2.1.2 mobile phones InNov, 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 picturetube 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.
  • 19.
    19 PRODUCT RANGES UNDERVIDEOCON AC,WASHING MACHINE AND REFRIGERATOR
  • 20.
  • 21.
    21 My project titlewas 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 WELCOMEGATES 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 Paperadvertisement 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 necessaryto 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 Theseactivities 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 isimparted 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 giftsand 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 GIVENTO THIS ACTIVITY WAS “V UNITE” V UNITE A PROJECT TO CONNECT WITH TRADE PARTNERS OF KOLHAPUR BRANCH
  • 30.
    30 Videocon Kolhapur BranchIs 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 PRESIDENTPRESIDENT 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.
  • 34.
    34 3.1 methods andtools 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 PAPERADVERTISEMENT
  • 38.
    38 Pie-chart INTERPRETATION The above datashows 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 BRNADSBY 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 GANESHENTERPRISES, 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 electronicsKolhapur 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 isone 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.
  • 44.
    44 Following were thefindings 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 ofawareness 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.
  • 47.
    47 Following were thelimitations 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.
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    49 Suggestions and recommendations Asper 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.
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    51 I had conductedthe 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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