The document provides information about Videocon Industries Limited and the refrigerator sector in India. It discusses the growth of the consumer durable sector and refrigerator market in India. It analyzes Videocon's competitors and performs a SWOT and PESTLE analysis of Videocon and its refrigerator business. It also discusses Videocon's marketing mix and strategies for refrigerators. Overall, the document performs a comprehensive analysis of Videocon and the refrigerator market in India.

1. VIDEOCON INDUSTRIES
LIMITEDFINAL PROJECT SEMESTER
1
SUBMITTED
BY:
REFRIGERATOR

2. SECTOR INFORMATION: -
Introduction
Indian consumer segment is
broadly segregated into urban
and rural market, and is attracting
marketers from across the world.
The sector comprises of a huge
middle class, relatively large
affluent class and a small
economically disadvantaged class,
with spending anticipated to more
than double by 2025. India hit
ten-year high and stood first
among the 63 nations surveyed in
the global consumer confidence

3. Historical Growth/ Degrowth Pattern of the sector observed in the last 6 years
4%5%5%
6%
7%
8%
8%
9%11%
14%
23%
FY06 FY07 FY08 FY09 FY10 FY11
FY12 FY14 FY15 FY16 FY20US
Contribution of Consumer Durable Sector in India GDP
1552.5 1614.8 1504.6 1600.9 1617.3 1750.6 1874.9 2026.7
2207.6
0
500
1000
1500
2000
2500
FY11 FY12 FY13 FY14 FY15 FY16E FY17F FY18F FY19F
Amount(InRs.)
Rising per capita income in country
GDP Per…

4. MFG. Industries Porter Five forces
Threat of New Entry
• Technology
advancements
• Buyers have huge
propensity to substitute
Buyer Power
• Use of Internet to get all the
information enables
customers to be powerful
• Buyer’s switching cost is very
less
Supplier power
• Product differentiation is
very low
• By changing the input, firms
cannot drastically
differentiate on price
Threat of substitution
• Technology
advancements
• Buyers have huge
propensity to
substitute
Competitive
Rivalry
• Continuous
innovation leads
to intense
rivalry
• Homogeneity in
product and low
switching cost

5. Company
information
Mission & Vision: “To delight and
deliver beyond expectation through
ingenious strategy, intrepid
entrepreneurship, improved
technology, innovative products,
insightful marketing and inspired
Competitor Analysis
LG
26%
Samsung
19%
Videocon
18%
Godrej
15%
Whirlpool
13%
Others
9%
Founded – 1979 (Aurangabad)
Founder & CEO – Venugopal Dhoot
Headquarter – Mumbai

6. SWOT ANALYSIS of the
Videocon: -
Strengths: -
• High brand awareness
• Largest distributed
manufacturing bases
across India
• Price player
• Global presence
Weaknesses: -
• Poor customer service.
• Weak promotional
strategy of CTV
• Less focus on
unconventional channels
• Fewer incentives to
dealers/ retailers
Opportunity: -
• Videocon exploring whole
new segment
• Entry to global markets
• Growing semi urban market
Threats: -
• Entrance of global
competitors
• Increasing competition
in home market
• Brand reputation is
decreasing
• Shifting brand loyalty to
other companies
SWO
T
Lastest News about
Videocon• Smart TV Market Size to Reach $292.55
Billion by 2025|CAGR: 9.5% Grand view
Research, Inc.(30oct. 2017)
• Liberty Videocon Conferred With Multiple
Awards for Digital Technology
Transformation in Insurance
Sector.(17oct. 2017)
• Indirect Distribution Channel Segment to
Dominate the Global Smart TV Market in
Terms of Market Share.(30Aug. 2017)
• Videocon d2h Limited Quarter Ended June
30,2017 Earning Release.(29 July 2017)
• Videocon d2h to Report Q1FY18 Results
on July 29, 2017.( july14, 2017)
• Videocon’s GST Summit empowers
consumer electronic traders in
Bangalore.(June 24, 2017)
• Videocon d2h Limited Fiscal Year Ended
March 31, 2017 Earning Release. (May 29,
2017)
• Videocon d2h to Report FY2017 Results
on May 29, 2017.(May 19, 2017)
• Competition Commission of India(CCI)
Approves VIDEOCON D2H & Dish TV
Merger.(May 9, 2017)

7. Type of Product:
-
Competitor Analysis
Types of
Product
Consumer
Electronics
•CTVs
•B&W TVs
•VCRs
•Audio
Systems
•Color
Monitors
Home
Appliances
•Refrigerators
•Washing
Machines
•Air
Conditioners
•Dish Washers
•Microwave
Owens
•Mixers &
Components
•TV, VCR &
Audio
Components
•Glass Shells
for Color
Picture Tubes
•B&W Picture
Tubes
•Monitors for
Office
Automation
•Digital Diaries
•Kiddy PC
•Data Projector
•Power Inverter
•Digital Mp3
Player
•Palm Top
Internet
•ISP
•Content &
Web Solutions
Petroleum
•Crude Oil
Extraction
Power
•1,050mw
Power
Generation

8. SWOT Analysis of Refrigerator:
-
Strength-
1. Good quality
2. Enhance features
3. After sales Services & reverse
logistic framework
4. Focus on a specific region
5. Generation of Employment in the
rural & urban areas
6. FDI Support by government
Weaknesses-
1. Contract channel involvement
2. High operating cost (initial start-
up)
3. Limited line offering
4. Product variety is less
5. Brand positioning
Opportunity-
1. Improved technology and widening
product portfolio
2. E-commerce.( Direct sales &
support service)
3. Manufacturing and operation at
large scale
4. Redesign improved brand and
quality image
Threats-
1. High competitive industry dynamic
2. Economics Instability
3. Stagnant market demand
4. High End product and service
5. Corrent product design of
competitor
SWO
T

9. Videocon Refrigerator marketing mix
and STP
Segmentation
• Demographic
occupation-
service and
Business
• Geographic
Delhi
Noida
Targeting
Upper class segment
and middle class
segment People who
are More Concern on
Life style Product.
Positioning
Innovative Features
Touch Panel
Refrigerator With
Microwave oven
Product
LED Control panel
Automatic Ice and Water
Dispenser
Humidity Controlled Crisper
Energy Efficient
Cool Booster
Active Air Flow
Tower LED
Active Odour Filter
Chiller with Bottle Storage
Toughened Glass shelves
Home Bar
Magic Cool Zone
Price
(1) side by side –MRP RS.
69990/- to 104990/-
(2) titanium frost free- MRP
RS. 38990/- to 31990/-
(3) Frost Free – MRP RS.
38990/- to 20390/-
(4) Direct Cool – MRP RS.
19490/- to 7490/-
Place
Company
Manufacturing
Company dealer
Authorized
Retailer
Consumer
Promotion
• Setting up of<Ice Touch
Kiosks> outside its
showrooms in major
metros
• Participative advertising
• Human Displays (
Refrigerator walking with
a message)
• Use of Technology as a
communication strategy
STP

10. Product Life
Cycle

11. Finance
1. Gross Profit and Net Profit
Margin
Year 2016 :
Gross Profit Margin:
19.56%
Net Profit Margin:
0.42%
Year 2017:
Gross Profit Margin:
43.40%
Net Profit Margin:
14.93%
Observation: Both, Gross Profit Margin and Net Profit Margin has increased which concludes that
the company has reduced their overheads as the revenue from the operations remained same
but the profit has increased over the year.
2. Direct and Indirect costs of the
company
Direct Cost:
2016-17: 8755.17
2015-16: 8086.13
Chang
e in
Direct
Cost
by
8.29%
Indirect Cost:
2016-17: 6321.41
2015-16: 5271.11
Change in
Indirect
Cost by
20.80%
Observation: Company’s shifted from production expenses to expenses towards employees and
finance.
19.56%
43.40%
0.42%
14.93%
0.00%
20.00%
40.00%
60.00%
2016 2017
Gross Profit Margin Net Profit Margin

12. 3. Fixed Assets added during the
year
Fixed Assets Changes %(2015-16 to 2016-2017)
Tangible Assets = (9.84),Intangible Assets= (29.45),Capital Work-in-progress=(31.35)Total Fixed
Assets=(12.39)
Observation: Sale of Fixed Assets took place during
the year.
4. Working Capital for the
Year
Working Capital:
2016: 10547.98
2017: 6753.27
Change
Working
Capital by
(35.98)%
Observation: As mentioned earlier also, the company has reduced its working capital requirement over
the year, which causes to decrease in production costs.
5. Debt/Equity ratio of the company
Debt Equity
Ratios:
2016: 1.80
2017: 2.05
Observation: Company is almost near to the ideal ratio i.e., 2: 1, which means the company financing its
fund requirement from Long-Term Debts.

13. Human resource
management
1. Organization Structure
Chairman
CEO
GM
V.P.
R&D
V.P.
Financ
e
V.P.
Marketi
ng
V.P.
H.R
V.P.
Operati
on
AD
MANAGER
M.R.
MANAGER
SALES
MANAGER
M.R.
EXECUTIV
E
(AC)
M.R.
EXECUTIV
E
(T.V)
M.R.
EXECUTIV
E
(WASHIN
G
MACHINE
)
M.R.
EXECUTIV
E
(FRIDGE)
2. Skills sets require in
company
• Business Skills to Run Your Own
Business
• Leadership Skills
• Strategic Business Planning Skills
• Marketing Skills
• Sales and Customer Relationships
• Communication Skills
• People Management and HR
• Finance and Accounting Skills

14. 3. JDs and Job Specifications posted by the company on online-job portals
Marketing
Position: Assistant Sales Manager
Location: Mumbai, India
Working Hours: 8 hours per day
normally
Reporting To: Sales & Marketing
Manager
Working with: Area Sales Manager &
all other employees
Purpose: To administer the
preparation of quotes. Produce
appropriate marketing collateral as
required.
Job Roles: Manage receipts,
handling & escalation of all the
Finance
Position: Accounts Manager
Location: Mumbai, India
Working Hours: 8 hours per day
normally
Reporting To: Senior Accountant
Working with: MD, CFO & all other
employees
Purpose: Tasks may involve project
management, strategic planning,
sales support, product design,
service application, logistics, and
marketing.
Job Roles: Keep records of client
transactions. Forecasts and tracks
client account metrics. Identifies
opportunities to grow business with
existing clients. Operates as the
point of contact for assigned
customers.
HRM
Position: Assistant Manager
(Recruitment)
Location: Mumbai, India
Working Hours: 8 hours per day
normally
Reporting To: Senior Manager
Working with: MD and other
employees
Purpose: Must hold multi-tasking
skills and be able to function under
pressure. Must hold excellent
negotiation skills.
Job Roles: Track offer acceptance &
candidate on boarding status
through prescribed MIS. To
understand the hiring requirement
for a specific department or roles
and accordingly source right king
of resources. To maintain high
degree of integrity whilst dealing

15. Selection
Process
Types of training provided in a
company
Performance apprisal
Establishing
performance
standard (KRA)
Communicating the
standards
(COMPONENT OF
KRA)
Measuring the
actual
Performance(RATI
NG)
Compering the
Actual with the
Desired
Performance(GAP
ANALYSIS)
Discussing Results
(REWADING,TRAINING.
TRANSFER,TERMINATI
ON)
SHORTLISTING
WRITTEN
TEST
GROUP
DISCUSSION
TECHNICAL
INTERVIEW
PERSONAL
INTERVIEW
NOTIFICATION
&
APPOINTMENT
Direct Sources:
•PPO
•Campus Interview
Indirect Sources:
•Advertisement
•Talent Coaching
Internal Sources:
•Promotions
•Reference
•Transfer
Sources of Recruitment
Types
of
Traini
ng
ON
SPECIFIC
JOB
POSITIO
N
ROTATI
ON
APPRENTIC
ESHIP
SPECIAL
PROJECT,
TASK
FORCES ETC
VESTIBUL
E
SCHOOL

16. Employee benefits
provided
Insurance, Health &
Wellness
Health care Insurance
Life Insurance
Disability Insurance
Dental Insurance
Vision Insurance
Financial
& Retirement
Pension Plan
Stock Options or
Equity
Retirement Plan
Performance Bonus
Family
& Parenting
Work from Home
Maternity & Paternity
Leave
Childcare
Reduced or Flexible
Hours
Unpaid Extended Leave
Vacation
& Time Off
Vacation & Paid Time
Off
Sick Leaves
Bereavement Leave
Perks
& Benefit
Free lunch or snacks
Gym Membership
Employee Discount
Company Car
Employee Assistance Program
Professional Support
Diversity Program
Job Training &
Tuition

17. CAREER PLANNING IN VIDEOCON
Self -
Assessment
Explore
work/career
options
Narrow down
list of
work/career
options
Decide or
choose the
best option
Set a Career
Goal

18. Organisational culture based on reviews:
• Nice place to work !!
The company is driven with lot of values, though the culture at work can get better and the
frequent changes in management is pulling it down
• Amazing place to work and also lots of things to learn, atmosphere is friendly and also
have fun with employees. Celebrated each function here. motivational atmosphere.
• Key Deliverables:
.Network expansions
.Product briefing and Competitors analysis
.Tracing Category wise and Product wise Sales
.Product Promotion and Store Branding
.Achieving exceeding Sales Target on Weekly Basis
Organisation Cultures