Videocon is an Indian electronics and home appliances company with 5 main product lines - air conditioners, refrigerators, televisions, washing machines, and microwaves. The document analyzes Videocon's product mix in terms of width, length, depth, and consistency. It finds that Videocon has a large product mix length of 177 total products across its 5 lines. However, it notes that Videocon faces tough competition from other brands and has not successfully positioned its products, as evidenced by a customer survey finding low brand awareness and preference for Videocon products.

1. PRODUCT MIX OF
VIDEOCON
(consumer electronics and home
appliances)
NEETESH PATEL

2. COMPANY PROFILE
• Videocon was founded in 1987 by Shri Nandlal
Madhavlal Dhoot.
• It is an Indian MNC headquartered in Gurgaon.
• The group has 17 manufacturing sites in India and
plants in Mainland China, Poland, Italy and Mexico.
• It claims to be the third largest picture
tube manufacturer in the world.
• The group is a US$5 billion global company.

3. Videocon serves the following
segments:
CONSUMER
ELECTRONIC
S AND
HOME
APPLIANCES
MOBILE
HANDSETS
TELECOM
DTH
SERVICES
OIL AND GAS REAL ESTATE

4. PRODUCT MIX
• A product mix( or product assortment) is the set
of all products and items that a company offers
for sale.
• It is the total number of product lines that a
company offers to its customers.
• Sometimes, these product lines are fairly similar,
such as dish washing liquid and bar soap, which
are used for cleaning and use similar
technologies. Other times, the product lines are
vastly different, such as diapers and razors.

5. Product line:
A group of products of the same manufacturer
having similar or related characteristics and
intended for similar or related markets.
4 dimensions of product mix:
1) width: The width of a company's product mix
pertains to the number of product lines that a
company sells.
2) Length: Product mix length pertains to the
number of total products or items in a
company's product mix.

6. • Depth: product depth refers to the number of
products in a product line including the
variants.
• Consistency: Product mix consistency pertains
to how closely related product lines are to one
another--in terms of use, production
and distribution.

7. PRODUCT MIX OF VIDEOCON
(ELECTRONICS AND HOME APPLIANCES)
AIR
CONDITION
ER
SPLIT AC
(2*3)
TOTAL=6
REFRIGIRATO
R
SIDE BY SIDE
(3*3)
FROST FREE
(4*3)+(4*4)
DIRECT
COOL
(4*3)+(4*3)+
(4*3)
TOTAL= 72
TELEVI
SION
4K ULTRA
HD TV
(3)
DDB LED
TV (2+6)
3D TV
(5)
LED TV
(2+7+1+5)
LCD TV
(4+2+2)
CONVENTION
AL TV (3)
TOTAL=42
WASHING
MACHINE
FULLY
AUTOMATIC
FL(1+2+1)
FULLY
AUTOMATIC
TL
(1+1+6+1+1+1
+1+4)
SEMI
AUTOMATIC(27)
TOTAL =47
MICROW
AVE
CONVECTION(4)
GRILL (3)
SOLO(3)
TOTAL=10

8. • Width: 5
• Length: 177
• Depth: depth of ACs: 6
depth of refrigerators: 72
depth of televisions: 42
depth of washing machines: 47
depth of microwaves: 10
• Average depth = product mix length/ product mix width
=177/5
= 35.4 (35 apprpx)
• Consistency: Videocon's product lines are consistent
in the sense that they go through the same
distribution channel. The lines are less consistent in
the functions they perform for buyers.

9. CONCLUSION
• Videocon has a product mix length of 177
products. It is having 5product lines. Inspite of
having a wide range of products videocon has not
successfully positioned its products and is facing
tough competition from other big brands.

10. FINDINGS OF CUSTOMER SURVEY
• A survey was conducted on a sample of 50
customers. The findings of the survey are as
follows:
• Only 10% of the customers own or prefer
videocon TV.
• 34% of the customers own or prefer videocon
washing machine.
• 14% of the customers own or prefer videocon
refrigerator.

11. • 18% of the customers prefer or own videocon
air conditioner.
• customers don’t prefer videocon because of
low brand image, lack of trust, lack of
awareness and poor after sales services.

12. LEARNINGS
MAJOR COMPETITORS OF VIDEOCON ARE:
• SONY
• SAMSUNG
• LG
• PANASONIC
• GODREJ
• VOLTAS
• IFB
• BLUE STAR

13. • Videocon products are most economical. They are
most preferred by the middle income group.
• In the washing machine section videocon is a leader
in semi automatic washing machines. Its major
competitor is IFB.
• Videocon DTH is the highest selling service of
videocon in India.
• In its television section, only videocon LEDs are
preferred by customers. The major competitor is
Sony .

14. • Kenstar, Kelvinator, Sansui and Philips are
subsidies of videocon.
• Videocon products are not available at leading
electronic stores in Bhopal like reliance digital
and lotus. ( poor relations between company
and dealers).
• There is a confusion among the dealers
regarding the availability of videocon microwave
ovens and mixer grinders.
• Confusion among dealers regarding videocon
window AC.
• Lack of after sales services.

15. Sources:
1)Mr. abhishek jain (abhishek enterprises) digital world, chuna
bhatti bhopal
Ph. No: 786915111
2)Mr. braj kishor, aaporti, chuna bhatti bhopal
Ph. No: 968529762
3) Mr. harish wadhwani, hari om electronics, kolar
Ph. No: 9826244970
4) Reliance digital 07554700274
5)Mr. yuvraj saxena, manglam corporation india, mp nagar,
bhopal
Ph no: 7566875339
6) Lotus electronics, mp nagar, bhopal
7)www.videocon.com

16. Any suggestions or questions?
THANK YOU