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Department Of Management Studies Poornima College of Engineering ISI-2, RIICO Institutional Area, Goner Road, Sitapura Jaipur-302 022 (Rajasthan)

POORNIMA COLLEGE OF ENGINEERING (Department of Management Studies)


Summer Project\Training during July-August, 2008

Certified that Mr. Rohitash Kumar student of MBA, 3rd Semester has submitted his report on market research on color television after successfully completing the summer practical training at Videocon Industries from 1st July 2008 to 15th Aug. 2008, towards fulfillment of the syllabus requirement prescribed by Rajasthan Technical University for MBA, 3rd Semester Paper.

Date …………

(Dr. B.R. Singh) Principal, PCE Acknowledgement

As no task is a single man’s effort, various factors situation and persons are integrated to prove the background for the accomplishment of a task. There was a time when the goal seemed to be out of my reach. But as work progressed, my determination and the will-power grew stronger and the completion of this work further confirmed my belief that “where there is a will there is a way”.

I am grateful to Mr. Deepak Solanki, Branch Manager, VIDEOCON Industries Limited, Jaipur for allowing me to undergo this project.

I am much indebted to my project guide Mr. Shobhit Raizoda, senior executive of marketing in VIDEOCON Industries Limited, Jaipur who has been to good for words. I sincerely thank him for the constant cooperation, guidance and incessant inspiration and his guidance without which this project would have been like a rudderless boat. Well to put in a nutshell, without his guidance and support this project would have been futile.

I also express my sincere thanks to Mr. R. K. Agarwal (Advisor) and extend my sincere thanks to all the PCE-DMS faculty members. Preface

This project report has been prepared as per the requirement of the syllabus of MBA course structure under which the students are the required to undertake industrial internship. We look our training at VIDEOCON Industries Limited at its corporate office at C-Scheme, Rajasthan. Our job during the training was to get an overview of the CTV of Market of Jaipur.

It was a first hand experience for us as that we were exposed to the professional set-up and were facing the market, which was really a great experience.

During training period, I had very touching experiences. When business is involved, experiences counts a lot, as we know, experience are an instrument, which leads towards success. As we all know working with Videocon Industries Ltd., has been a pleasure.

Now I take this opportunity to present the project report and sincerely hope that it will be as much knowledge enhancing to the readers as it was to use during the fieldwork and the compilation of the report.

The Department of Management studies started in academic year 2006 aims at providing comprehensive managerial skills to the incumbents. At large, for an able technocrat, combinations of technical and managerial skills are essential to meet the challenges of industry/corporate world. The Department of Management Studies, has been doing yeomen service in this field. Organizing regular workshops for academia-industry interface, trainings for Govt. officials, professionals and students is just a glimpse of the department's myriad activities.

Encouraged by the performance of the department of management studies, PCE, and in view of the growing interest of students in pursuing MBA course, the management decided to add new institution PSOM.

The goal of DMS, PGC right since establishment, has been to create a dynamic environment that facilitates interaction and dialogue. The focus of the department is on developing the ability to think, analyze and solve problems, work in a team have good communication skills and continue to strive for lifelong learning.


Chapter 1 Acknowledgement Preface Table of Contents Executive Summary Chapter 2 Company Profile History Products Financial Profile Organization Chart Type of Organization Human Resource

Market Share Chapter 3 Area of Study Research Methodology Data analysis and Interpretation Findings Comparative Analysis SWOT Analysis Recommendations Limitation of Study Questionnaire Bibliography

Executive Summary

In order to obtain an esteemed position and moreover maintain this position innovation ideas are required. The path of replication doesn’t give success. In modern era, where customer is becoming more and more important organization should become more innovative. There are varieties of factors, which have prompted countries/firms to venture in the global market: ➢ Recession in domestic market, and overseas opportunities.

➢ Government incentives.

➢ Emergence of global consumers in many product fields.

But in all these conditions success goes to those companies that matched to the current environment imperatives and are ready to deliver what people want to buy. It is my goodness that in such kind of competitive era I joined Videocon international ltd for summer training. After visiting all of the above departments I came to know about the sales and distribution, marketing At the end of my formal introduction to the company and its other departments I have assigned to work on the project “market potential of Videocon Color Television”. It was learning experience for me. I came in close contact with market trends and learned about various advantageous things to be achieved in the market. Company can have competitive edge over its competitors in domestic as well as international market. It was the best opportunity for me to study such an important subject, which gave me great industrial exposure and also an introduction to corporate world.

Videocon is an industrial conglomerate with interests all over the world and

based in India. The group has 17 manufacturing sites in India and plants in China, Poland, Italy and Mexico. It is also the third largest picture tube manufacturer in the world.

The Videocon group has an annual turnover of US$ 4.1 billion, making it one of the largest consumer electronic and home appliance companies in India. Since 1998, it has expanded its operations globally, especially in the Middle East.

In India the group sells consumer products like Colour Televisions, Washing Machines, Air Conditioners, Refrigerators, Microwave ovens and many other home appliances, selling them through a Multi-Brand strategy with the

largest sales and service network in India.Videocon Group brands include Sansui,Toshiba,Electrolux ,Kenstar,Next etc.

Videocon is one of the largest CPT Glass manufacturers in the world, operating in Mexico, Italy, Poland and China.

On May 23, 2008, Videocon announced that it is studying an invitation from General Electric (GE) to bid for its century-old appliances division, , which it has put up for sale.

Today the group operates through 4 key sectors:

Consumer Durables

Thomson CPT

CRT Glass

Oil & Gas

Consumer Electronics, Home Appliances & Compressor manufacturing in India We enjoy a pre-eminent position in terms of sales and customer satisfaction in many of our consumer products like Colour Televisions, Washing Machines, Air Conditioners, Refrigerators, Microwave ovens and many other home appliances, selling them through a Multi-Brand strategy with the largest sales and service network in India. Refrigerator manufacturing is further supported by our inhouse compressor manufacturing technology in Bangalore. Display industry and its components With the Thomson acquisition Videocon has emerged as one of the largest Colour Picture tube manufacturers in the world operating in Mexico, Italy, Poland and China, continuing to lead through new innovative technologies like slim CPT, extra slim CPT and High Definition 16:9 format CPT. Colour Picture Tube Glass Videocon is one of the largest CPT Glass manufacturers in the world with a high level of experience and technical expertise operating through Poland and India. Videocon will leverage on this synergy after the Thomson acquisition to internally source glass for its CPT manufacturing increasing efficiencies and lowering costs.

Oil and Gas An important asset for the group is its Ravva oil field with one of the lowest operating costs in the world producing 50,000 barrels of

oil per day. The group has ambitious plans for expansion in this sector globally.

This is the new Videocon symbol. It reiterates the ethos of a company dedicated to maintaining the highest international standards of excellence through quality, technology and innovation. For over a decade now, Videocon has been bringing the latest and very best in Consumer Electronics and Home Appliances. Successfully adapting the best of international technology to suit Indian needs, and crafting it to improve the quality of life – as million of satisfied customers will agree. The new symbol of Videocon asserts its passion for global impact, and the two ‘E’s on either side represent the Group’s wide spectrum of interests ranging from ‘Electronics to Energy’. Along with the steely glint, this communicates the group's global ambition, its strength, sterling credentials and innovative drive. A symbol that proclaims a paradigm shift. A sign that represents the new force that is Videocon. Thus recapitulating our principle of reaching out and touching the lives of millions of people. Worldwide.

Brand Basket Tie-ups with Global Leaders Partner Samsung Electronics Matsushita Electric Matsushita Electric Matsushita Electric Sansui Electric Co. Ltd Techneglas Akai Hyundai Electrolux AB Sweden Product Fly Back Transformers, Tuners Washing Machine Air Conditioner Refrigerator Audio Products and Colour TV Glass Shell Audio Products and Colour TV Colour TV Refrigerator, Air Conditioner and Washing Machine Nature Of Tie-Up Technical Support Technical * Collaboration Design & Drawing Design & Drawing ODM for Indian Market Technical Collaboration ODM for Indian Market ODM for Indian Market 1.ODM & Indian Market 2.Sourcing of components for Global Market 3.ODM for Global market

CEO Profile

Name Date of birth Qualifications

Venugopal Nandlal Dhoot 30.09.1951 B.E. (Electricals), FIE. Schooling at Firodiya High School, Ahmednagar College – Pune Engineering College, Pune Flute recital & discourse on Bhagwad-Gita Chairman & Managing Director Videocon Group The Associated Chambers of Commerce and Industry of India (ASSOCHAM) a) President – Electronic Industries Association of

Hobbies/Interest Present Position President Other


Marathwada b) Member of Advisory Committee of "Poona University Information Employment & Guidance. c) Adviser to Govt. of Orissa for Industrial Development of Orissa d) Younger brother Shri Rajkumar Dhoot Member of Parliament

Board of Directors • Mr. Venugopal N Dhoot • Mr. Pradeepkumar N Dhoot • Mr. K C Srivastava • Mr. Kuldeep Kumar Drabu • Mr. Satyapal Talwar • Mr. S Padmanabhan • Maj. Gen. S C N Jatar • Mr. Arun L Bongirwar • Mr. Didier Trutt (Nominee - Thomson S.A) • Mr. Johan G Fant (Nominee - AB Electrolux (Publ) ) • Mr. B Ravindranath (Nominee - IDBI Limited) • Mr. Ajay Saraf (Nominee - ICICI Bank Limited)

Vision & Mission Videocon’s mission: a reflection of continuity and change Videocon’s mission expression has been crafted to envelope both extant and emerging realities: “To delight and deliver beyond expectation through ingenious strategy, intrepid entrepreneurship, improved technology, innovative products, insightful marketing and inspired thinking about the future.”

A breakdown of the statement above reveals a ‘means and end’ approach, where the end is articulated at the beginning with the means linked to it. “To delight and deliver beyond expectation…”: This segment not only underlines the importance of the ultimate goal - customer satisfaction (‘delight’) and ultimate target - the customer, but also of intermediate processes and principals, which have contributed to building a robust, dependable Videocon value chain (‘deliver’). As a result of its focus on developing loyal customers and reliable associates, Videocon is able to exceed expectations. “…through ingenious strategy…”: the means In the cutthroat world of today, it is only by taking recourse to advance planning and strategy that a business can hope to survive. Although textbook strategy has its uses, reproducing it in verbatim for the real world would be foolish because of the absence of textbook conditions. Thus, there is a need for a bounded rationality, a spontaneity and improvisation that is flexible enough for scenarios both imaginable and unimaginable. Videocon’s ingenious manoeuvres are actually flexi-strategy that abstracts from shifting ground conditions and decides game-plans, or sometimes changes the rules of the game. “…intrepid entrepreneurship…”: the means An enterprise with the odds stacked against it makes great business sense. This is because higher the obstacles, lower the number of players likely to be active in that field - thus, fetching extraordinary returns. The only requirement is a bold and confident attitude willing to brave the odds. Videocon’s foray into oil and gas is a bold and intrepid endeavour that arises from immense faith on the surefooted competence of the company’s in-house managerial talent. “…improved technology…”: the means Technology is no more a premium input; it has become the bare minimum in recent years. Rapid advances have only fuelled this phenomenon. Videocon is extremely vigilant in shunting out dated technology and replacing it with the best-in-class offers of the times. “…innovative products…”: the means Product development, innovation and customisation are the tools Videocon uses to stay ahead of the competition. This is because a continuous stream of innovative products excites the market and enhances brand recall. A strategy that Videocon banks on a lot, especially on the domestic front. “…insightful marketing…”: the means The market share battle scene has long shifted from technology and processes to the psyche of the customer. This means that those with deeper insights into the elusive mind of the buyer are likely to dominate. Videocon is reinforcing

marketing strengths to read better the pulse of the market and help create products that map perfectly into customer preferences. “…inspired thinking about the future.”: the means The future is unpredictable, but not doing anything about it is fraught with grave risk. Videocon extrapolates future trends on the basis of current changes in technology and preferences as well as sheer gut feel. Fine-tuned business instincts are worth their weight in gold, lots of it. The company has perfected its practice almost into an art form with some calculated gambles like oil and gas proving to be absolute money-spinners.

The Late Shri. Nandlal Madhavlal Dhoot Founder, The Videocon Group ( 26 February 1932 - 26 April 1993 ) A man of Ideas. A man of Substance. A man of Vision.

Values & Philosophy Shri Nandlal Madhavlal Dhoot, the founder of the Videocon Group, completed his education in Ahmednagar and Pune. He was a successful sugarcane and cotton cultivator. As a next logical step to vertical integration, he boldly took upon an entrepreneurial venture by importing machinery from Europe to set up the Gangapur Sakhar Karkhana (Sugar Mill) in 1955. Those were the times when the village did not even have electricity. Thus was unleashed an Industrial Revolution. The die was cast. Over the years, Nandlalji's path-breaking attitude found expression in a myriad ways, earning him the well-deserved reputation of the pioneer of industrial activity in Marathwada India. In early 80's Nandlalji initiated his three sons - Venugopal, Rajkumar and Pradeep into business. Through a technical tie up with Toshiba Corporation of Japan, he launched India's first world-class color Television: Videocon. Today, Videocon is household name across the nation- India's No. 1 brand of Consumer Electronics &

Home Appliances, trusted by over 50 million people to improve their quality of life.

Ownership Structure Shareholding Pattern as on 30th September 2007 Sr. Category No shareholder Total Number of As a of Number of As a % of number of shares held in % of shareholders (A+B+C) shares de (A+B)

(A) (1) (a) (b)

materialized form Shareholding of Promoter and Promoter Group Indian Individuals/ Hindu 13 1619838 1292950 0.87 Undivided Family Bodies Corporate 44 153823583 152711452 82.6 Sub-Total 57 (A)(1) Foreign Individuals (Non- 0 Resident Individuals/ Foreign Individuals) Bodies Corporate 0 Institutions 0 Any Other 0 (specify) Sub-Total 0 (A)(2) Total Shareholding 57 of Promoter and Promoter Group (A)= (A)(1)+(A)(2) Public shareholding Institutions Mutual Funds / 21 UTI Financial 36 Institutions/ Banks Insurance 5 Companies Foreign 95 155443421 154004402

0.73 69.57

83.47 70.31

(2) (a)





(b) (c) (d)

0 0 0

0 0 0

0.00 0.00 0

0.00 0.00 0





155443421 154004402

83.47 70.31

(B) (1) (a) (b) (c) (d)

36571 304403 5600352

35228 291166 5599752

0.02 0.16 3.01 7.23

0.02 0.14 2.53 6.09

13467563 12706367

(2) (a) (b) (i)



Institutional Investors Sub-Total 157 (B)(1) Non-institutions Bodies Corporate 1927 Individuals Individual 342862 Shareholders holding nominal share capital up to Rs. 1 lakh Individual 19 Shareholders holding nominal share capital in excess of Rs. 1 lakh Any Other 0 (specify)

19408889 18632513

10.42 8.78

5516620 4685290

4962476 2998613

2.96 2.52

2.5 2.12









Sub-Total(B)(2) 344808 Total Public 344965 Shareholding (B)= (B) (1)+(B)(2) TOTAL(A)+(B) 345022 (C) Shares held by 2 Custodians and against which Depository Receipts have been issued GRAND TOTAL 345024 (A)+(B)+(C)

11373528 9132707 30782417 27765220

6.11 5.14 16.53 13.92

186225838 181769622 34867863 34862403


84.23 15.77

221093701 216632025


Corporate Governance Company's Philosophy on Code of Governance: The company's philosophy on corporate governance enshrines the goal of achieving the highest levels of transparency, accountability and equity in all spheres of its operations and in all its dealing with the shareholders, employees, the government and other parties. The company believes in the philosophy on code of corporate governance, which provides a structure by which the rights and responsibility of different constituents, such as the board, employees and shareholders are carved out. In carrying out this, it is ensured that the company's objectives are well defined and performance against those objectives are adequately measured and monitored. Corporate governance is considered as an important tool for shareholders protection and maximization of their long -term values. The cardinal principal such as accountability, responsibility, transparency and fair disclosure serve as the means for achieving this.

Future Plans The Future is here To strengthen and maintain & its leadership status, the Videocon group has clearly charted out its course for the future. Aggressive development is in full swing at the R & D Centres to bring out state-of-the-art technologies including True Flat, Slim, Extra Slim, Plasma & LCDs, at the earliest. Cost rationalization processes - are in various stages - including rationalizing factories in Europe, increasing automation and improvement of efficiency in China, accessing flass shells from India for international CPT facilities and a lot

more - are in various stages of implementation. Internationally all existing client relationships are being strengthened. The cost competitiveness and increase in capacity in Mexico and Polland has opened up big opportunities in the OEM business. Last but not the least, in the domestic market consolidation with multiple brands paves the way for an unassailable lead in the market. In the Oil & Gas business, having all the basic operator capabilities of a prospecting entity, the group is looking to add more explorations and production depth as also oil bearing assets. The group will also get into gas distribution in India siginificantly.

Philosophy & Resolve No business can function in a vacuum. There is the society at large with which it

engages in innumerable transactions; the more involved the engagement, the better its qualitative and quantitative effect on the business. Aware of this debt to society, a successful corporate like Videocon is committed to fulfilling its obligations: both as providers of outstanding products as well as sterling community initiatives. They include, among others, a first-rate academic haven for the high-school education of underprivileged girls and a 100% world-class, charitable hospital specializing in cancer and heart surgery for the benefit of society’s marginalised sections. Videocon’s deep-rooted commitment to environment conservation translates into process improvements that help recycle CRT glass, curb carbon emissions and other pollutants. Among others, the group’s India glass plant has supported a large-scale initiative like the plantation of over 2,00,000 teak trees. Apart from material support, society needs spirit; that vital ingredient that makes the difference between living life and merely existing. Videocon is inspired heavily by the uplifting nature of sports; its power to generate mass passion, where innumerable hearts throb as in unison; its ability to draw people together irrespective of differences in race, religion, gender or caste. Unity of spirit and purpose is ultimately what builds bridges between diverse cultures. This is the core belief of a group that has operations spread over a cross-cultural milieu worldwide. Videocon supports mass sports for another reason: at the heart of sports is fair play, a virtue that enjoys exalted status among values cherished by Videocon. The group’s sponsorship of cricketing events across the globe underlies its commitment and passion for sports as well as its goal to uplift the spirits of a global audience. Videocon has not forgotten the grassroots either; the Videocon School of Cricket launched in Kolkata under the guidance of former India captain, Saurav Ganguly, aims to inspire budding cricketers in the age group of 10 to 17 years to greater heights.

Employee Contribution Videocon believes its most valuable capital are its people. Nurturing their personal growth is tantamount to building the group's future. As the group enlarges to envelope people from diverse social and cultural backgrounds, creating opportunities of exchange, learning and exposure to a unique corporate ethos is becoming extremely important. Videocon's main training centre in India is supplemented by other learning resources strategically located around the globe. These offer advanced programs designed to develop management and operational skills. Result-oriented seminars on varied topics and workshops by world-famous motivators encourage people to expand their potential. These initiatives inspire them to develop their creativity, thus helping build capable professionals and responsible members of society. From 4th March 2005 to 12th March 2005 we celebrated safety week and organized slogan competition, poster competition, and essay writing competition. The prize distribution function was held at Vivekanand hall and the prizes were awarded by Mr. S S Nabar, Mr. Shenoy R. G, Mr. Vinay Lambay.

R&D The company gives utmost importance to the R & D activities, which are carried out, at in-house R & D center. The company carries on new innovations in product development, cost reduction, quality improvement, process implementations, process controls. 1) Specific areas in which R & D is carried out by the company During the year, the company has carried out Research and Development in the following areas. • Home theaters - High-end models and HTIB Models. • Larger Screen Television i.e. 32 inch and 38inch. • True Flat Televisions • Plasma Televisions • Cosmetic design and new out look to the TVs • Manufacturing of components for CTV, Refrigerators and Air conditioners. • Efforts to reduce power consumption of all its final products. 2) Benefits derived as a result of the above R& D. The company has derived the following benefits as a result of the Research and Development:

• Development of new design in product and launch of various new models. • Able to compete with the foreign players in the Indian Markets by cost reductions and offering innovation features and to maintain market leadership in Television under Videocon umbrella. • Increase in Productivity. • Reduction in power consumption of some of the products. 3) Future Plans of action In the coming days company is aiming to achieve development in the following areas through Research & Development: • Manufacturing of components for consumer Electronics Products. • Multimedia TV. • Plasma Televisions. • Launching of New Brands & Sub-brands under Videocon umbrella. • Composite Home Entertainment system with internet adaptability. • To work on better features, better quality & improved reliability with reduced/low prices. Your company always attempts to use the latest and advanced technology in production process. Keeping pace with the technological developments, the company keeps on adding sophisticated equipments with focus on automation to minimize manual intervention in the manufacturing process thereby ensuring quality of the final products.

Color television refers to the technology and practices associated with television's transmission of moving images in color. A German patent in 1904 contained the earliest recorded proposal for a color television system. In 1925, Zworykin filed a patent disclosure for an all-electronic colour television system. Both of these systems were not successful, however, they were the first for color television. A successful color television system began commercial broadcasting, first authorized by the FCC on December 17, 1953 based on a system designed by RCA. "Between 1946 and 1950 the research staff of RCA Laboratories invented the world’s first electronic, monochrome compatible, color television system." - From IEEE Milestone Plaque. In 1940, prior to RCA, CBS researchers led by Peter Goldmark invented a mechanical color television system based on the 1928 designs of John Logie Baird. The FCC authorized CBS's color television technology as the national

standard in October of 1950, despite the fact that the system was bulky, flickered, and was not compatible with earlier black and white sets. RCA sued to stop the public broadcasting of CBS based systems. CBS had begun color broadcasting on five East Coast stations in June of 1951. However, at that time 10.5 million black and white televisions (half RCA sets) had been sold to the public and very few color sets. Color television production was halted during the Korean war, with that and the lawsuits, and the sluggish sales, the CBS system failed. Those factors provided RCA with the time to design a better color television, which they based on the 1947 patent application of Alfred Schroeder, for a shadow mask CRT. Their system passed FCC approval in late 1953 and sales of RCA color televisions began in 1954. INVENTION OF COLOR TELEVISION - PART 1 By 1949, monochrome television had become a commercial success, 10 million sets had been sold, and programs were available to the general public. A change to color television would only be licensed if the color broadcast signal could also be received as a monochrome signal on these sets. INVENTION OF COLOR TELEVISION - PART 2 The introduction of color televisioning using the CBS Field Sequential Color System had been a commercial failure in 1951, and the intervention of the Korean War, and prohibition on production of color television sets, let CBS gracefully withdraw. History of Early Color Television Color Television System Development - Colorcasting Development - Color Television Receiver Development Monochrome-Compatible, Electronic Color Television, 1946-1953 In 1946, then, RCA committed to developing an all-electronic system designed to the same reception standards enjoyed on monochrome sets. The Story of Color Television The premier of Walt Disney's Wonderful World of Color in September, 1961, was a turning point, persuading consumers to go out and purchase color televisions.

Area of study

In period of two month of my summer training my project guide assign me research topic “market research on Color Television”. It was purely marketing research topic and I have done this job with my full of interest.

Objective of Study

Study of dealer Awareness about Color television

Study of dealer Perception about the Color television

Identify the level of dealer satisfaction about CTV’s price and quality

Market effectiveness of Videocon CTV as compare to competitors

• Effect of Advertising and Sales Promotion Schemes and incentive on Consumer and Dealers

• To study the position and potential of the product in Jaipur

Research Methodology

Research Type


Descriptive Research

Data Type


Primary and Secondary data

Research Tools


Questionnaire Observation Enquiry

Sampling Units


Dealers/ Retailers

Sample Size


Dealers/ Retailers (140)

Sampling Method


Random Sampling Method

Sample drawn from




➢ Modern consumer is conscious and aware of quality and price of the product. They give importance to quality than price.

➢ Advertisement has certain impact on customers. The main aim of the advertisement is to draw attention of the customers towards the product.

➢ The company specified to find out its market share, brand perception among customers, and advertisement effect on the brand. For this purpose a study on large scale was carried out.

➢ Retailers /dealers and consumers both are selected for the study. Questionnaires were prepared separately for the customer and retailers/dealers.

Research Design:

Research design specifies methods and procedures for study. In this study the company was interested to know the perception of consumers as well as retailer/dealers, brand positioning and the market share of Videocon Refrigerator and its competitors.

Sufficient thought have been given to frame research question and data types to be collected & procedures to be used for the study among retailers/dealer and consumers. However it was exclusively personal interview. To solve the purpose of the study separate questionnaires for consumers and retailers/ dealers were made.

Data Collection: This report was prepared after collecting data from the retailers/ dealers and past data was arranged from the various studies conducted in last few years and various other records of company.

Primary Data: These data were collected by personal interview with consumers and retailers/ dealer. For this purpose questionnaires were prepared in such that all necessary data would be collected.

Secondary Data: Information regarding the project, secondary data was also required. These data were collected from various past studies and other sources of the company.

Research tools: Questionnaires Journals

Analysis of data After the data was collected, the real task was started. The analysis of data required a number of closely related operations such as establishment of categories, the application of these categories to raw data through coding, tabulation and then drawing statistical inference. The unwieldy data was condensed into a few manageable groups and tables for further analysis. Thus classified the data into some purposeful and usable categories. Coding, editing and tabulation was done simultaneously a then analysis was based on computation of various percentages.

Preparation of report: Finally I prepared the report with great care, under the able guidance of my project guide.


Local market in JAIPUR REGION –

• Jayanti Market • M.I.Road • Nehru Bazaar

• Kishanpole Bazaar • Chandpole Bazaar • Tripolia Bazaar • Malviya Nagar • Tonk Road • Heda ki mori • Galta Road • Brampuri • Barket Nagar • Ram gunj • Subhash chawk • Gangori bazaar • Sanjay bazaar

Data Analysis and Interpretation

1. What brand are you dealing with in CTV?

Samsung Onida Toshiba TCL Haier Sony Vediocon Sansui LG Other brand

15% 5% 0% 5% 2% 5% 17% 11% 12% 30%

Interpretation It is cleared from the above data that maximum dealers are having Videocon,Samsung and Sansui.

2. Which brand do you sale maximum?

Vediocon Sansui LG Samsung Onida Other brand

19.0476 2 9.52381 38.0952 4 14.2857 1 9.52381 9.52381


It is shown from the above chart that LG is the king in the CTV section in Jaipur city.Videocon and Samsung come after LG.

3. Which category is the most desired nowadays?

21" Convention al Flat TV Slim 6% 90% 4%

Interpretation It is cleared from the above chart that Flat TV is in demand nowadays.21” CTV is the king of market in jaipur city.

4. What is your counter size?

1-5 [a] Samsung


11-15 more than 15

[b] Onida

[c] Toshiba

[d] TCL

[e] haier

[f] Sony




Interpretation According to my survey dealers were having Samsung ,LG,Sansui’s product 6 to 10 in display.Toshiba,Haier,Onida were lesser in display.

5. How many year you are distributing / dealing with this brand (sales maximum)?

0-5 5-10

40% 30%



Interpretation According to above chart 40% dealers were having their shopsfrom 0 to 5 years. 30% dealers were having their shops from 10 years and others were having more than 10 years.

6. Which of the following attributes enticed you to try the brand initially? 10%

Best quality Brand Image Price Service Percentage of margin

5% 40% 5% 40%

Interpretation As shown in the above chart 40% dealers were giving preference on the margin if they get a new brand at their shops.40% dealers gave weightage on price.10% dealers said they would get a new product if the quality is good.5% said that they would go for service.

7. What are some aspects of CTV that can be improved?

Some dealers said that in Videocon sound system could be improved.Maximum n dealers had a silent view on that.

8. Why do you selling this particular brand?

In the answer of this question some dealers went for brand image.maximum dealers said that 40% customer have no idea what should buy so it is upto them what they sale.

12. Which thing do you prefer in CTV?

Brand Image Best resolution Price

2 1 3

Interpretation According to dealers all the customers give the most preference on the price then they go for brand image and at the last they go for resolution and other features.

13. In which season sales occurs the most?

Deepawali fever regular

60% 40%


As we can see from the above graph that 60% sales occurs on the Deeepawali fever and regularly 40% sales take place.

14. Which company is giving the best after sales service?

Samsung Onida Sony Sansui LG

30 5 20 5 40


As we can have idea from the above graph that LG is giving the best after sales service ,Samsung and Sony take the second and third places respectively.

 Spending on advertisement and publicity of less as compare to the competitors. There is need to increase advertisement. Consumers prefer electronic media for advertisement and retailer also prefer TV advertisement.

 The quality of Videocon CTV is acceptable to the market. Consumers

and retailers both are satisfied with the quality of Videocon CTV.

 Price range preferred by consumers is generally in between 7000 to


 Consumers are mostly gets attracted by the price discount being offered by company and the product warranty.

 Consumers are aware about Videocon CTV.

 Dealers are not satisfied with the incentive provided by the company.

 The categories of the people who are using the CTV are mostly economic

income people.

 Consumer perception about Videocon CTV is good.

 Advertising of Videocon CTV is not striking as compare to the

competitors.  Sales promotion scheme are sufficient.

 LG and Samsung is the main competitor of Videocon’s CTV.

 Market growing so that is good sign for company in coming year.

 Videocon is on 4th rank in Jaipur CTV

Videocon CTV has good potential in market according to survey.

SWOT Analysis
1. Videocon has largest distributed capacity manufacturing base across India

with 12 facilities.

2. Manufacturing capacity is 1, 40000 units.

3. Videocon has a network of 400 plus service and 85 mobile service vans to give better service to their customers.
4. Tie up with the Matsushita electric company of Japan add to the goodwill of

Videocon 5. Customers are aware about Videocon’s products. 6. Company has good brand name. 7. Strong backward integration
8. Videocon has largest distribution manufacturing based across in India.

1. Less investment on advertisement of Videocon CTV 2. Fewer margins to the distributor/dealer. 3. Weak promotional strategy of CTV.

4. No proper approach of target customer.

Opportunities 1. Videocon take over the Electrolux. 2. Videocon buy Thomson color picture tube manufacturing plant. 3. Videocon international is going global. 4. Videocon exploring whole new segment 5. During the climate of Jaipur becomes hotter day by day and coolers do not fully satisfy the customers requirement. This provides a great opportunity for ac manufacturers. 6. Growing semi urban market.
7. Industry is in increasing phase.

8. Price has come down; now more and more people are going for it.

9. Due to financial facilities even the medium segment is going for it. 10.Purchasing power of people is increasing day by day.

Threats 1. Entrance of global competitor like china. 2. Brand loyalty is more of XYZ Company. 3. Market condition like slumps in market.

• • • • •

Advertising of Videocon CTV lacks creativity and it should be heart touching Company should distribute free key chain, calendar, t-shirts for making brand popular among people. Company should introduce low price and low power consumption Refrigerator for acquiring the middle income group. Company should do repeated advertising. It would be produce results. Add innovative feature in Videocon CTV that will the differentiate the Videocon Refrigerator among the competitors.

• Exclusive showroom should be open at the prime locations. • The survey indicates that quite a large number of dealers are marginally satisfied with the service network. So company must take concrete steps to upgrade and improve the prevailing service network • Since dealers play a significant role in making brand choice for customers, they should be provided with extra benefits and incentives every now and then, the incentive included cash discount, gift like camera, audio system, cordless phone and some percentage in sales given to dealers after completing some fix target given by the company.

Dealer desire more advertisement to be done through local newspaper and cable TV ads. To make consumers aware about the product. Hoarding in major area, mouth publicity through dealers etc.

• In newspaper advertisement should not be space oriented (half a page or full page) instead the company’s logo should be given a major stress.

Because of repeated striking on customer mind it would produce results. Logo of the of the VIDEOCON CTV can be penetration. This service has been provided by postal services of India at subsidiary rates.

• Dealer scheme and policy of cash discount reviewed time to time. • Quite number of qualified should be appointed. • Number of call centre should be open. Suggestion by dealers which I recommended to management

There should be no boundation of billing.

• Maintain the stock of spare parts and should be easily available. • Promptness of service in time.

Distribute the key chains and calendar to increase the popularity of Videocon CTV.


Although I tried my best in preparation of this project, but this study has some limitation:

1. The period of the project was not sufficient to study all the factors in deep.

2. Visiting various places for the study consumed a lot of time.

3. We cannot say that what the consumer have revealed will be right for each and every situation because their perception is influenced by many factors.

4. Many consumer and dealers/retailers showed less interest in providing information and haven’t cooperated.

5. Some of confidential information viz. credit period, schemes, policies and sales figure were not disclosed by the competitors.

Questionnaire OF CTV

1. What brand are you dealing with in CTV?

[a] Samsung

[b] Onida

[c] Toshiba

[d] TCL

[e] Haier

[f] Sony

[g] Vediocon

[h] Sansui

[i] LG

[ j ] Other brand

2. Which brand do you sale maximum?

3. Which category is the most desired nowadays?






• •

Flat TV Slim

4. What is your counter size? 1-5 [a] Samsung 6-10 11-15 more than 15

[b] Onida

[c] Toshiba

[d] TCL

[e] haier

[f] Sony




5. How many year you are distributing / dealing with this brand (sales maximum)?

[a] 0-5

[b] 5-10

[c] 10-15

6. Which of the following attributes enticed you to try the brand initially?

[a] Good looking

[b] Price

[c] Percentage of margin

[d] Best quality

[e] Good selection

[f] Just what I need

[g] Resolution

[ j ] Not sure

7. What are some aspects of CTV that can be improved?

8. Why do you selling this particular brand?

➢ Factor


Very good



[a] Price

[b] Scheme

[c] Warranty



[e] Model

9. If the above company were no longer available then, would you replace it with?

10. If you are looking to replace the above brand, what are some of the reasons to do so?

11.Which company is giving more seasonal discount?

[a] Samsung

[b] Onida

[c] Toshiba

[d] TCL

[e] Haier

[f] Sony

[g] Vediocon

[h] Sansui

[i] LG

[ j ] Other brand

12. Which thing do you prefer in CTV?

• • •

Best quality Competitive price Brand Image

13.in which season sales occurs the most?

[a] deepawali fever




14. Which company is giving the best after sales service?

[a] Samsung

[b] Onida

[c] Toshiba

[d] TCL

[e] Haier

[f] Sony

[g] Vediocon

[h] Sansui

[i] LG

[ j ] Other brand

15.Over all,how satisfied are you with brand? • • • • • Very satisfied Satisfied Neutral Somewhat dissatisfied Very dissatisfied

Name of the Place…………………………


Name of the dealer /distributor ……………………………………………………

➢ Address……………………………………………………………………


➢ Contact no ……………………..



Marketing Management

– Philip Kotler

Consumer Behavior and Marketing research – Suja R. Nair

Principal of Marketing management

– V.S. Ramaswami

Principal of Marketing Management`

- Geoffery Randell

Magazines –Business today and Business world

News papers – Economic Times, Times of India

Videocon Annual Report, Periodic Reviews, Booklets, Product Manuals

Websites www.videoconworld.com


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