You are on page 1of 96

ACKNOWLEDGEMENT

I am highly indebted to Mr. R.K. BHARADWAJ (Director-IMS,
Ghaziabad) and Mrs. Anita Singh (Chairperson-BBA) and
Ms. Banita Sharma (Project Coordinator) for their valuable guidance and
support.

I like to thank Mr. Umang Vats and Mr. Neeraj Kumar Mayank, Area
Manager, for giving me an opportunity to do my training in their
organization and helping me painstakingly. I am thankful for providing me
with guidance and resources to do my work.

Further I would like to thank God, Friends and my Parents for their blessings
and support. This report is the culmination of the synchronized efforts of all
the above mentioned who had faith and confidence in me, for which, I shall
forever be grateful.

Udit Kant Agarwal
TABLE OF CONTENTS

1) Executive Summary

2) Introduction

3) Company Profile

4) Product Profile

5) Objective of Research

6) Research Methodology

7) Data Analysis

8) Interpretation

9) Limitations

10)Recommendations

11) Conclusion

12) Annexure(Questionnaire)

13) Bibliography
EXECUTIVE SUMMARY
This is the study of the topic “MARKET SIZE OF REFRIGERATOR AND
WASHING MACHINE”. The topic mainly deals with the potentiality of the
refrigerator and washing machine of different brands in different areas. It is also
concerned with the market share of the different brands in different areas and
which brand has the highest market performance in the different areas. The main
objective of the company to choose this topic is to know what are the different
brands which are leading in different areas and who are the competitors of the
Videocon brand of refrigerator and washing machine, where Videocon brand is
lacking in comparison to the other brand. To increase the market share of the
Videocon brand, which part should be improved?
For collecting all this information we have chosen near about 125
dealers or distributors from different town and cities of Western U.P. Method used
for collecting data was structured questionnaire. The topic mainly deals with
knowing the competitive position, buyer preference in different attributes, quality
of different brands of different products; effective media used for advertisement
and the differentiation the Videocon shows in accordance with others.

After a successful market survey, it is clear that Videocon provides

the largest dealer oriented schemes and L.G. provides the largest customer

oriented schemes and the researcher while collecting the information face problem

like the distributor or dealer of a particular brand gives the information regarding

that brand only and do not consider the other brands anywhere.
INTRODUCTION

VIDEOCON - A Vibrant Enterprise

In 1984, Dhoot brother’s of Aurangabad (Maharashtra) lit the spark of the

consumer durable revolution in India with the start of Videocon, a company

dedicated to a new set of ideals; a company striving to make more and more

homes all over the country, better homes. Videocon ignited people’s

consciousness with a stream of products that freed them from drudgery and

transported them into a world they could once only dream of.

The Group basically consists of three main companies:-

1. Videocon International Limited (VIL)

2. Videocon Appliance Limited (VAL)

3. Videocon VCR Limited

From the very beginning VIDEOCON embarked on a mission of designing and

acquiring state of the art technology and customizing it for Indian conditions.

Through the concept of zero wastage; and zero defects, VIDEOCON has been able

to achieve cost reductions, resulting in the latest products being made available at

affordable prices. In a short span of time, VIDEOCON has made its marks as an

innovative company, introducing many new products into the country.
Today VIDEOCON products are adorn 5 million house-holds all over the country.

From televisions to Audio systems, Washing Machines, Air Conditioners,

Refrigerators, the range is both wide and unique. It is unique because VIDEOCON

has so many models for each of it’s range of products. Every month, VIDEOCON

launches at least one new model.

VIDEOCON HAS CLASSIFIED it’s vast range of products line into two

divisions, namely, CONSUMER ELECTRONICS (which includes, Televisions,

VCR’s, VCP’s, and Audio systems) and HOME APPLIANCES (Washing

machines, Refrigerates, and Air-conditioners)

VIDEOCON’s biggest assets are it’s sophisticate, automated and up-to-date

plants. These boasts of in house facility for manufacturing fly back towns formers

and tuners, fully computerised chips mounting facility and fully automatic

ammembly lines VIDEOCON are technologically the most advanced in the

country.
The 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 brining 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 millions of satisfied customers will agree.

The 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'. 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.
THE SPIRIT OF ENTERPRISE

Where fields of sugarcane grow tall and proud.

Where bushes of cotton bud bloom.

Where tourists flock to the world-famous caves of Ajanta and Ellora.

Where India's NO.1 Consumer Electronics and Home Appliances take shape, to
take millions of Indians into a better, brighter future.

This is Marathwada, India, where the Dhoot family launched Videocon
International Limited in 1984, with the avowed purpose of producing world-class
Color Television through a technical tie-up with Toshiba Corporation of Japan.
Within a decade, Videocon emerged as India's leading brand of both Color and
Black & White Televisions and continues to dominate this highly competitive
market.

The leader innovates. The leader forges ahead. The leader breaks new ground.
Harnessing the advanced technology, relentlessly pursuing quality to achieve
various international standards of Quality Control. Breaking through, time and
again, with innovative products for a better life.
PROFILES OF LEADERSHIP

Futuristic Neuro Fuzzy Logic Washing Machines, User-friendly - No-Frost
Refrigerators, the very latest music systems. The most sophisticated Color
Television and VCRs. High-Tech Air-conditioners. Videocon today, is a multi-
faceted group, with 9 state-of-the-art manufacturing facilities all over India.
Highly qualified engineers, trained in Japan, backed by 6500 technical and support
staff, work together in close unison to produce India's leading branch of consumer
electronic products and home appliances.

1995 was a landmark year for Videocon. It clearly reaffirmed its
leadership in Color TVs, Black & White TVs, VCRs and VCPs, Washing
Machines as well as No-Frost Refrigerators. Then Videocon began to
reach out to the core. To industries at the heart of a nation: Petroleum,
Power, Construction and Housing. Leading India into the future. With
Confidence. With determination. With a commitment to excellence,
rooted in the pioneering vision of a path breaker.
A MAN FOR ALL SEASONS
.

A Man of ideas. A man of substance. A man of
vision. Shri Nandlal Madhavlal Dhoot, the
founder of the Videocon group, completed his
education in Ahmednagar, Pune, and in
Maharashtra, India. A successful sugarcane and
cotton grower, he boldly ventured forth and
imported machinery from Europe, setting up the
Gangapur Sakhar Karkhana (Sugar Mill) in 1955,
at a time when the village had no electricity,
thereby unleashing an industrial revolution.

The die was cast. Over the years, Nandlalji's
pioneering spirit found expression in a myriad
ways, earning him the well-deserved reputation
of the doyen of industrial activity in
Marathwada, India.

In early 80s, Nandlalji initiated his three sons -
Venugopal, Rajkumar and Pradeep into the
business. Through a technical tie-up with
Toshiba Corporation of Japan, he launched
India's first world -class Colour Television :
Videocon.
Today, Videocon is a household name across the nation - India's No.1
brand of Consumer Electronics and Home Appliances, trusted by over 50
million people to improve their quality of life.
VIDEOCON INTERNATIONAL LTD. - Leading from the
front

In 1985, through a technical tie-up with Toshiba Corporation of Japan,
Videocon International Limited launched India's first world class Color
Television. Today, Videocon International Ltd., the flagship company of
the Videocon Group, is India's leading manufacturer of Consumer
Electronic products. Fired by a passion for innovation, Videocon has
kept pace with the changing face of technology, constantly upgrading its
manufacturing facilities to incorporate advanced technology and high
standards of quality into its product range, right across the spectrum.

TECHNOLOGY WITH A HEART

Committed to giving the consumer the best the
world has to offer, Videocon has developed near zero wastage
technology which helps reduce manufacturing costs by optimizing
material inputs. Coupled with quality-consciousness at every stage, the
consumer benefits enormously by getting premium products at
affordable prices.
The company currently manufactures Color TVs, Black & White TVs
and Audio products. At its modern plant at Chitegaon and Aurangabad,
the Company has also undertaken complete backward integration to
manufacture all critical and important components of its products, such
as Electronic Tuners, FBTs, ATDMs and Deflection Yokes, thereby
reducing costs, ensuring quality control and becoming vertically
integrated. It has set up a unit at Gandhinagar in Gujarat for
manufacturing Black & White TV picture Tubes.

THE SOUND OF EXCELLENCE

Videocon produces a sophisticated range of Home Audio Systems,
Stereo Radio, Recorders and Personal Stereos, as well as the
contemporary international range of Kenwood Digital Hi-Fi Systems .

FIRST WITH THE BEST

Continuous up gradation and indigenous manufacturing has been and
continues to be an integral part of the company's philosophy. Perceived
as an innovator in its field, Videocon has notched up many exciting
firsts, by exploring the world's most advanced technologies. In Color
TVs, Videocon was the first Indian Company to introduce Picture-In-
Picture, Turbo Sound, Surround Sound, Larger Screen Sizes, the Full
Flat Square Tube, Bazooka technology and the Freedom series:
affordable high quality range of Color TVs for the price-conscious
consumer.
GLOBAL AMBITION

Looking beyond India, Videocon is now a global player, acknowledged
by the world. It is the first Indian company to win the prestigious CE
approval for exporting its Color TV to Europe. Videocon is now
entering world market with its operations in the Middle East, Europe,
Indonesia and South Africa.
VIDEOCON APPLIANCES LTD.:-IN THE PIONEEERING
TRADITION

In Promoted by the Videocon Group, Videocon Appliances Ltd. was
incorporated in 1988.
Making the Group's diversification into the Home Appliances, Videocon
has continued with its mission of bringing the benefits of innovative
technology to millions of homes.

THE WASHING MACHINE REVOLUTION

The company's first priority was to launch an international quality
washing machine, thereby liberating the Indian housewife from the daily
back-breaking, time-consuming drudgery of washing clothes by hand.
Videocon introduced India's first Twin Tub Washing Machine, in
collaboration with Matsushita Electric Industrial Co. Ltd., Japan.

Videocon quickly become the market leader.
Today, Videocon produces India's widest range of washing machines, at
its state-of-the-art plant at Chitegaon, Aurangabad, India. The only fully
integrated washing machine plant in India with ISO 9002 certification;
it is the second largest among Matsushita's licensees, worldwide.
CLEANING UP THE MARKET

The Videocon range includes washers, Semi-automatic
and fully Automatic Washing Machines, Fuzzy Control Washing Machines and
India's first Neuro Fuzzy Logic Washing Machine.

FIRST WITH NO - FROST TECHNOLOGY

Focusing its attention on an industry that underwent a technological
stalemate for over a decade, Videocon turned it around. Entering the
market in 1992 with breakthrough technology, Videocon pioneered
India's first No-Frost Refrigerators, produced in technical (design and
drawing) collaboration with Matsushita Refrigeration Co., Japan.
Videocon has also significantly upgraded the conventional refrigerator
by introducing features such as clean back, double-door, and automatic
defrosting. The refrigerator plant has modern manufacturing facilities
including Paint Shop and PUF Machines .

A BREATH OF FRESH AIR
Videocon offers the widest range of Room Air-conditioners in India,
manufactured under a design and drawing agreement with Matsushita
Electric Industrial Co. Ltd.

It was the first company to introduce Air-conditioners with Rotary
Compressors and to launch Neuro Fuzzy Logic Split Air-conditioners.

With a view to achieve self-sufficiency, build quality and reduce
manufacturing costs, Videocon Appliances makes various components
such as Moulds, Refrigerator Fan Motors, Washing Machine Motors,
Compressors, Cooling coils and Mechanism Cases.

DISH WASHER

Videocon has just launched Dish Washer model VA 1200 which has
specially designed for cleaning of utensils & dishes. This stand alone
Dish Washer can handle the toughest cleaning jobs in the Kitchen.
VIDEOCON MISSION - Enhancing the Quality of Life

The Videocon Group is committed to create a better quality of life for
people and furthering the interests of society, by being a responsible
corporate citizen.

CREATING HAPPINESS

We will bring happiness into every home, offering high quality
consumer durables at affordable prices, spreading the culture of
convenience, entertainment and comfort, far and wide.

ACHIEVING PROGRESS

We will pursue innovative technologies in the fields of Electronics and
Energy, create products and services that will improve the quality of
life, realize the goals of the world community and protect the
environment.

SUSTAINING GROWTH

We will be a source of pride to our business associates by ensuring
mutual prosperity and growth through the implementation of forward-
looking corporate strategies, aimed at identifying opportunities and
responding intelligently to the dynamics of change.

PURSUING EXCELLENCE
We will provide a conducive environment for enabling our employees to
develop their potential and make a significant contribution to the
Group's success.

VIDEOCON COMPLEX AT AURANGABAD
Videocon's production facilities are located at Chitegaon and Bhalgaon ,
both backward areas, near Aurangabad, India.

Videocon International's Color TV plant at Chitegaon

Fast forwarding into the modern era, with due support from the Government
of Maharashtra, India .

The state -of-the-art Washing Machine plant of Videocon
Appliances Ltd., at Chitegaon
The sophisticated Refrigerator plant of Videocon Appliances Ltd.,
at Chitegaon

Videocon's modern VCR plant at Bhalgaon products produces VCRs for the Indian
and International markets

UTTAR PRADESH SERVICE NETWORK
SMART SERVICE NETWORK
VIDEOCON NARMADA GLASS - First to manufacture
Glass
shells for CTV picture tube in India

Videocon Narmada Glass (VNG): a division of Videocon International
Ltd., has the distinction of having set up India's first plant for the
manufacture of Glass Shells for Color Television Picture Tubes, in
technical collaboration with Techneglas Inc., USA (formerly known as
OI-NEG TV Products Inc., USA), world leader in Glass Shell
Technology .

Molten Glass (GOB)
before being formed into
Glass Shells.

The projects in 1990, when the then Prime Minister of India, the late
Shri Rajiv Gandhi, laid the foundation stone for the project.

The Videocon Group, with the objective of backward integration, joined
hands with Gujarat Narmada Valley Fertilizers Co. Ltd., (GNFC) for the
implementation of this 100% import substitution project, the largest
investment (Rs. 450 crores) in electronic component industry in the
country. The plant, with an installed annual capacity of 1.7 million
Glass Shells for Color Picture Tubes and 0.25 million glass Bulbs for

Black & white Picture Tubes and Monochrome Monitor Tubes, is
located at Village Chavai, District Bharuch, Gujarat .
THE HEIGHTS OF SUCCESS

VNG has some remarkable achievements to its credit, starting with the
successful absorption of sophisticated technology from Techneglas Inc.,
USA. The CTV Glass Shells manufactured by VNG are at par with
international standards and the Color Picture Tubes made with VNG
glass have already received VDE approval. The facilities include a state-
of-the-art Tool Room and Mould Shop to manufacture and maintain its
mould requirements. Having initially successfully established its 20V,
19V and 13V CTV glass parts, VNG has now developed the 20V 2R the
latest models.

Glass Panel being
formed in the mould.

A PICTURE PERFECT FUTURE
Till 1994, Indian manufacturers of CTV Picture Tubes were importing
Glass Shells. VNG's production has replaced these imports, thereby
saving almost Rs.200 crores of precious foreign exchange every year.

VNG has now surpassed the norms of performance guaranteed by the
collaborator, Techneglas Inc., USA. and is operating the plant with
150% capacity utilization- with efficiencies exceeding international
standards .

PRODUCT PROFILE
REFRIGERATOR

D 275

• DIGITAL SENSI FLOW SYSTEM
• 250 L FROST FREE
• CHILL ZONE
• SIX YEARS WARRANTY

D 275DX

• DIGITAL SENSI FLOW SYSTEM
• 250 L FROST FREE REFRIGERATOR
• DURAFRESH PLATINUM
DEODORISER
• GREEN HOUSE CRISPER

D 312

• DIGIT
AL
SENSI
FLOW

SYSTEM
• 290L FROST FREE
• SIX YEAR WARRANTY
D380MF

• ANTIBIOTIC DEODORIZER
• NEW EDGE DOOR DESIGN
• NEW STYLE VERTICAL HANDLE

D452MF

• CFC FREE
• SIX YEARS WARRANTY
• INBUILT DEODORISER

S091DLX

• CONTOURED DOOR WITH TOP RECESSED
HANDLE
• TRANSPARENT FREEZER
• TRANSPARENT ACCESSORIES
S170

• EUROPEAN AUTO COOLED
TECHNOLOGY
• IN BUILT REFRIGERATOR MOUNT
• TRANSPARENT ACCESSORIES

S173DLX

• EUROPEAN AUTO COOLED
TECHNOLOGY
• IN BUILT REFRIGERATOR MOUNT
• TRANSPARENT ACCESSORIES

S178TT

• ENERGY EFFICIENT COMPRESSOR
• NEW SERPENTINE STYLE VERTICAL HANDLE
• TABLE TOP

Other models of refrigerator
• S-175 WD
• S-175 WDDX
• S-261 WD
• D 590 WD

WASHING MACHINE
FA 55

• DIGITAL SENSI LOGIC
• 8 WASH PROGRAMS
• MEMORY BACKUP
• AUTO BALANCING

FA 65

• DIGITAL SENSI LOGIC
• 8 WASH PROGRAMS
• MEMORY BACKUP
• AUTO BALANCING

FA 61

• DIGITAL SENSI LOGIC
• GERM FREE TUB
• MEMORY BACK UP
• 8 WASH PROGRAMMES

FA 71

• DIGITAL SENSI LOGIC
• GERM FREE TUB
• MEMEORY BACK UP
• 8 WASH PROGRAMMES
FA 80

• AGITATOR WASH WITH FUZZY
LOGIC
• CURSOR CONTROL
• MEMORY BACKUP
• AUTOSOAK

SA 40

• AUTOSOAK
• REVERSOMATIC PULSATOR
• SUPERFLOW PULSATOR WASH
• SPIN FOUNTAIN

SA 43

• AUTOSOAK
• REVERSOMATIC PULSATOR
• SUPERFLOW PULSATOR WASH
• SPIN FOUNTAIN

SA 50

• AUTOSOAK
• 2 WASH PROGRAMS
• SUPERFLOW PULSATOR WASH
• SPIN FOUNTAIN

SA 53

• AUTOSOAK
• REVERSOMATIC PULSATOR
• SUPERFLOW PULSATOR WASH
• SPIN FOUNTAIN

SA 63

• HIGH
POWER
HIGH
PRESSURE
MOTOR
• AUTOSOAK
• SUPER FLOW PULSATOR WASH
• SPIN FOUNTAIN

Other models of washing machine
• SA 68
• SA 69
• SA 73
• ST 55

OBJECTIVE OF THE STUDY
The main objective of the project deals with primary and secondary
objective.

1). Primary objective:-The Primary objective of the project is to find out the
market size of refrigerator and washing machine of different brands in different
areas of eastern U.P. For this purpose, the researcher has to do a survey by
interviewing the dealers and knowing the market share of Videocon brand in
accordance with other brands.

2). Secondary objective:-The secondary objective of the project is to know where
does the Videocon brand of refrigerator and washing machine stands in
comparison to other brand and what are the various aspects where it needs to
improve in order to remain in the market and compete with other brands.

RESEARCH METHODOLOGY
Near about 125 dealers or distributors who are dealing with variety of brands of
Videocon constituted the sample. The sample mainly covers around cities and
towns of Uttar Pradesh & Uttarakhand. Personal interview was used for collecting
the data from respondents. Structured questionnaire was used to collect data
through personal interviews. The questionnaire includes open ended and closed

ended both types of questions.

AREAS COVERED

The areas the researcher has covered are:-
1: Dehradun
2: Haridwar
3: Bulandshahr
4: Meerut
5: Ghaziabad
6: Haldwani
7: Bareilly
8: Muradabad

TRAINING SESSION:-
The researcher has attended the training session in Videocon International
Limited, where we came to know regarding the various products being made by
Videocon and its various product ranges with different prices. This session also
tells regarding what are the benefits the company is providing to the dealers or
distributors with various margin.

SOURCES OF DATA:-

The researcher has used primary as well as secondary sources for data collection.
Primary data were collected through structured questionnaire and secondary data
were collected by going through company record, brochures, articles etc in the
newspapers and journals.

SCOPE OF THE SYUDY:-

The study was especially on the market size of refrigerator and washing machine
of Videocon brand in different cities. The study was mainly limited to the different
areas of Uttar Pradesh & Uttarakhand..

DATA ANALYSIS:-
The collected data is statistically analysed using various analysis techniques such
as percentage analysis, cross tabulation and ranking etc were used.

STAGES OF THE RESEARCH STUDY:-

STAGE 1:-The researcher has spent first week on knowing about Videocon’s
market share in different areas of Uttar Pradesh & Uttarakhand.

STAGE 2:-We have spent second week on formulating questionnaire ,deciding
sample size and knowing regarding how we should proceed with the project.

STAGE 3:- This stage deals with preparing the rough data of the questionnaire in
the initial stage and final data of questionnaire.

STAGE 4:- The fourth stage is concerned with interviewing the
respondents[dealers or distributors] in different areas with the help of structured
questionnaire and two weeks was spent on data collection.

STAGE 5:-The work of data analysis has done at the fifth sage.

STAGE 6:-The last stage deals with interpreting. The data being analysed at the
fifth stage.. After interpretation was completed the mainly concern was preparing
the research project report for presentation using various tables, graphs ad charts.

SWOT ANALYSIS
STRENGTH:-
1). Dealer friendly i.e. provides the dealer with largest credit period and provides
them better margin and incentives.

2).Very good quality of product having fewer prices i.e. the quality being provided
by Videocon is good with lesser price which can be affordable by a middle income
family group.

3). Company provides very good after sale services in some areas having very
good service center at various places.

4). Competitive in the sense that it is the only Indian company surviving in the
market and competing with other multinational companies.

WEAKNESSES
1). Less advertisement i.e. exposure or knowledge which the consumer should
have regarding the Videocon brand is not good because of lesser advertisement.

2). Targeting middle income group consumer and does not target upper-middle
income group people.

3). Poor management in some areas i.e. service personnel were not available at the
time when their need is required.
MARKETING OPPORTUNITIES

1).Videocon should try to concentrate more on the washing machine
Segment where Videocon’s main competitor is L.G. as videocon is at the top
Position in case of washing machine and should capture more market share
by this way.

2). Videocon should try to cash its own distribution strength and
Relationships by making them store and sell only their brand.

3). Videocon should pay more attention to dealer grievances because they are the
real strength and they can help the company in increasing their market share.

4). Videocon has target the middle income group level but in order to increase its
market share, they should target or concentrate on upper-middle segment.

5). Videocon, as is loosing its brand image because of lesser advertisement, so it
should concentrate more on doing influence advertisement and reminder
advertisement through which they should enhance their customer to buy their
brand.

6). Videocon has to go in for product differentiation. Videocon has lost a
marketing opportunity but it should now try to wrest it back.

7). Most of the customers are not aware of the product range of Videocon, so they
should publicize their product and make the customer aware of.
MARKETING THREATS

1). After Globalization, the biggest threat is from the foreign companies. If they
are allowed to come in, they will become hyper-competitive.

2). L.G. and Samsung are the major threat for Videocon, so they should
differentiate their products from each other in order to capture the market.

3). Dealers of some cities are selling Refrigerator and washing machine of other
companies besides selling that of Videocon, as the other companies give dealers
more margin and today’s dealers work or sell the product of that company who
provides them great margin. So, Videocon should try to see into the matter by not
allowing its dealers to sell any other brand of refrigerator and washing machine by
giving them more margin and incentives.
DATA ANALYSIS

Q1. Kindly specify the brands in which you deal?

L.G. Samsung Videocon

Electrolux Others
RATIONALE:-
The question was put forward to the dealers to gain knowledge regarding the various
brands in which they deal.
RESULT:-
Table: 1. MARKET COVERAGE OF MAJOR BRANDS.
BRANDS
OT
CITY/TOWN LG SAMSUNG VIDEOCON ELECTROLUX WHIRLPOOL HERS
BULANDSHAHER 6 3 6 2 1 5
MEERUT 6 5 9 4 3 10
MURADABAD 8 6 3 4 3 1
BARILLEY 3 3 5 1 4 7
DEHRADUN 12 3 4 6 2 10
HARIDWAR 3 2 2 2 3 4
HALDWANI 2 3 4 0 3 4
GHAZIABAD 6 7 4 5 4 8
TOTAL 46 32 37 24 23 49
PERCENTAGE 38% 27% 31% 20% 19% 41%
MARKET COVERAGE OF MAJOR BRANDS

45%
40%
35%
DEALERS

30%
25%
PERCENTAGE
20%
15%
10%
5%
0%
E OC G

LP U X
W TR N

TH L

S
M LG

O OO
EL DE N
O

ER
H OL
VI S U

IR
SA

C

MARKET COVERAGE:

L.G 38%
SAMSUNG 27%
VIDEOCON 31%
ELECTROLUX 20%
WHIRLPOOL 19%
OTHERS 41%

From above chart it is clear that market coverage of Other brands is
maximum(41%) followed by L.G., Videocon , Samsung, Electrolux and Whirlpool
having 38%, 31%, 27%, 20%, 19% respectively.

Q2. Kindly mention the annual turnover in terms of quantity?
Refrigerator __________Washing machine ____________

RATIONALE:-

This question was asked to the dealers to know how much refrigerator and
washing machine they sell annually (annual turnover in terms of quantity).

RESULT:-

MARKET SHARE OF VARIOUS BRANDS IN VARIOUS CITIES

In this question dealers has given various answers regarding the annual turnover of
refrigerator and washing machine and on that basis I have taken total of each
brands and then calculated the overall market share of the each brands in
particular area.
MARKET SHARE OF WASHING MACHINE OF VAROUS BRANDS IN

22%
SAMSUNG
32%
L.G.
VIDEOCON
ELECTROLUX
9% WHIRLPOOL
GODREJ
OTHERS

8%
18%
11% 0%

FINDINGS
REFRIGERATOR
In Haldwani I have covered 8 outlets and I found that in refrigerator segment,
OTHERS(32%) has captured most of the market share but Samsung is the market
leader which covered 22% market share followed by VIDEOCON(18%),
WHIRLPOOL(11%), L.G.(9%), GODREJ(8%) and as far as ELECTROLUX is
concerned it doesn’t have any market share.
MARKET SHARE OF REFRIGERATOR OF VAROUS BRANDS IN

10%

10% SAMSUNG
L.G.
VIDEOCON
47% 10% ELECTROLUX
WHIRLPOOL
0% GODREJ
6% OTHERS

17%

FINDINGS
WASHING MACHINE
And in Washing machine, OTHERS (47%) has captured most of the market share
but as a brand GODREJ (17%) is a leader followed by SAMSUNG (10%), L.G.
(10%), VIDEOCON (10%) and WHIRLPOOL (6%).
MARKET SHARE OF REFRIGERATOR OF VARIUS BRANDS IN BAREILLY

8%
18%
13%
SAMSUNG
L.G.
VIDEOCON
4%
ELECTROLUX
WHIRLPOOL
19%
GODREJ
OTHERS
19%

19%

FINDINGS & ANALYSIS
REFRIGERATOR
In Barielly region I have covered 12 dealers and among those VIDEOCON, L.G. and
ELECTROLUX had captured equal percentage of market share in refrigerator segment
i.e. (19%) followed by SAMSUNG (18%), GODREJ (13%), OTHERS (8%) and
WHIRLPOOL (4%).
MARKET SHARE OF WASHING MACHINE OF VARIOUS BRANDS IN

8% 15%
4%
7% SAMSUNG
L.G.
VIDEOCON
ELECTROLUX
23% WHIRLPOOL
17%
GODREJ
OTHERS

26%

FINDINGS & ANALYSIS

WASHING MACHINE
And in washing machine segment VIDEOCON is the market leader capturing 26%
market share followed by L.G.(23%), ELECTROLUX(17%), SAMSUNG(15%),
OTHERS(8%), WHIRLPOOL(7%) and GODREJ(4%).
MARKET SHARE OF REFRIGERATOR OF VARIOUS BRANDS IN
MORADABAD

0%
0%
19%
28% SAMSUNG
L.G.
VIDEOCON
ELECTROLUX
WHIRLPOOL
3% GODREJ
OTHERS
33%
17%

FINDINGS & ANALYSIS

REFRIGERATOR
In Moradabad I have covered 13 dealers and among those L.G. is the market
leader capturing 33% of market share followed by WHIRLPOOL (28%),
SAMSUNG (19%), VIDEOCON (17%), and ELECTROLUX (3%) of market
share respectively.
MARKET SHARE OF WASHING MACHINE OF VAROIUS BRANDS IN

0%5%
12% 20%
SAMSUNG
2% L.G.
VIDEOCON
ELECTROLUX
WHIRLPOOL
23% GODREJ
OTHERS

38%

FINDINGS & ANALYSIS
WASHING MACHINE
And as far as washing machine segment is concerned, L.G.has captured 38% of market
share followed by VIDEOCON(23%), SAMSUNG(20%), WHIRLPOOL(12%),
OTHERS(5%), ELECTROLUX(2%) of market share..
MARKET SHARE OF REFRIGERATOR OF VARIOUS BRANDS IN

5% 12%
16%
SAMSUNG
L.G.
VIDEOCON
ELECTROLUX

29% WHIRLPOOL
16% GODREJ
OTHERS

16% 6%

FINDINGS & ANALYSIS
REFRIGERATOR
In Dehradun area I have covered 20 outlets and among those, L.G. has captured 29% of
market share followed by ELECTROLUX(16%), WHIRLPOOL(16%), GODREJ(16%),
SAMSUNG(12%), VIDEOCON(6%) and OTHERS had captured 5% of market share.
MARKET SHARE OF WASHING MACHINE OF VARIOUS BRANDS IN

7%
6% 20%
SAMSUNG
10% L.G.
VIDEOCON
ELECTROLUX
5% WHIRLPOOL
GODREJ
9% OTHERS

43%

FINDINGS & ANALYSIS
WASHING MACHINE
In Dehradun area I also found that L.G. is market leader in washing machine segment.
Has captured 43% of the total market share followed by SAMSUNG(20%),
WHIRLPOOL(10%), VIDEOCON(9%), OTHERS(7%), GODREJ(6%), and
ELCTROLUX(5%) of the market share respectively.
MARKET SHARE OF REFRIGERATOR OF VARIOUS BRANDS IN

2%
17%
21%
SAMSUNG
L.G.
8% VIDEOCON
ELECTROLUX
WHIRLPOOL
GODREJ
OTHERS
20%
22%

10%

FINDINGS & ANALYSIS
REFRIGERATOR
In Ghaziabad region I have covered 18 outlets and I have found that in refrigerator
segment the VIDEOCON brand has captured 22% share of market followed by GODREJ
who has captured 21% share of market followed by WHIRLPOOL(20%),
SAMSUNG(17%), ELECTROLUX(10%), L.G.(8%) and OTHERS has captured the only
2% of market share.
MARKET SHARE OF WASHING MACHINE OF VARIOUS BRANDS IN

8%
6% 23%
SAMSUNG
6% L.G.
VIDEOCON
7% ELECTROLUX
WHIRLPOOL
GODREJ
16% OTHERS

34%

FINDINGS & ANALYSIS
WASHING MACHINE
In washing machine segment again the market share of VIDEOCON is 34% followed by
SAMSUNG(23%), L.G.(16%), OTHERS(8%), ELECTROLUX(7%), GODREJ and
WHIRLPOOL both having captured 6% of the market share respectively.
MARKET SHARE OF REFRIGERATOR OF VARIOUS BRANDS IN MEERUT

7%
20%
9%
SAMSUNG
L.G.
VIDEOCON
ELECTROLUX
19% 12% WHIRLPOOL
GODREJ
OTHERS

15%
18%

FINDINGS & ANALYSIS
REFRIGERATOR
In Meerut I have covered the 19 outlets and I have found that SAMSUNG is the
market leader in refrigerator segment who captured 20% of the market share
followed by WHIRLPOOL (19%), ELECTROLUX (18%), VIDEOCON (15%),
L.G.(12%), GODREJ(9%) and OTHERS has captured only 7% of the market
share.
MARKET SHARE OF WASHING MACHINE OF VARIOUS BRANDS IN

5%
6% 21%
SAMSUNG
10% L.G.
VIDEOCON
ELECTROLUX
WHIRLPOOL
10%
GODREJ
22% OTHERS

26%

FINDINGS & ANALYSIS
WASHING MACHINE
In washing machine segment VIDEOCON is market leader by capturing the 26%
share of market followed by L.G. (22%), SAMSUNG (21%), ELECTROLUX
(10%), WHIRLPOOL (10%), GODREJ (6%) and OTHERS has captured the 5%
of market share.
MARKET SHARE OF VARIOUS OF REFRIGERATOR BRANDS IN
HARIDWAR

3%
6% SAMSUNG
19% L.G.
26% VIDEOCON
ELECTROLUX
8% WHIRLPOOL
GODREJ
23% 15% OTHERS

FINDINGS & ANALYSIS
REFRIGERATOR
In Haridwar I have covered 12 outlets and I have found that in refrigerator
segment L.G. is the market leader by capturing 26% of the market share followed
by ELECTROLUX(23%), GODREJ(19%), VIDEOCON(15%),
WHIRLPOOL(8%), SAMSUNG(6%) and OTHERS have captured only 3% of the
market share.
MARKET SHARE OF WASHING MACHINE OF VARIOUS BRANDS IN

12%
1% 13%
SAMSUNG
8% L.G.
VIDEOCON
ELECTROLUX
10% 27% WHIRLPOOL
GODREJ
OTHERS

29%

FINDINGS & ANALYSIS
WASHING MACHINE
In washing machine segment VIDEOCON is the market leader by capturing 29%
of the market share followed by L.G.(27%), SAMSUNG(13%), OTHERS(10%),
ELECTROLUX(10%), WHIRLPOOL(8%) and GODREJ(1%).
MARKET SHARE OF REFRIGERATOR OF VARIOUS BRANDS IN
BULANDSHAHAR

6% 6%

18% SAMSUNG
21% L.G.
VIDEOCON
ELECTROLUX
WHIRLPOOL
2% GODREJ
OTHERS

19% 28%

FINDINGS & ANALYSIS
REFRIGERATOR
In Bulandsahar I have covered 15 outlets and I analyzed that the VIDEOCON
brand is market leader in refrigerator segment who captured the 28% of market
share followed by GODREJ(21%), ELECTROLUX(19%), L.G.(18%),
SAMSUNG(6%) and Others(6%), respectively..
MARKET SHARE OF WASHING MACHINE OF VARIOUS BRANDS IN
BULANDSHAHAR

7% 6%
SAMSUNG
17% 23% L.G.
VIDEOCON
ELECTROLUX
0% WHIRLPOOL
2% GODREJ
OTHERS

45%

FINDINGS & ANALYSIS
WASHING MACHINE
In washing machine segment Videocon is the market leader by capturing the 45%
of the market share followed by L.G.(23%), GODREJ(17%), OTHERS(7),
SAMSUNG(6%), ELECTROLUX(2%) and WHIRLPOOL has got no market
share.
NET MARKET SHARE OF REFRIGERATOR

8% 14%
15% SAMSUNG
L.G.
VIDEOCON
18% ELECTROLUX
WHIRLPOOL
14% GODREJ
OTHERS

15% 16%

NET MARKET SHARE OF WASHING MACHINE

9% 17%
6%
SAMSUNG

7% L.G.
VIDEOCON
ELECTROLUX
8% WHIRLPOOL

26% GODREJ
OTHERS

27%
FINDINGS & ANALYSIS
After covering all 120 outlets, I have analyzed that in refrigerator segment, L.G.
has got 18% net market share and is the market leader followed by VIDEOCON
who captured 16% net market share followed by ELECTROLUX and GODREJ
which captured 15% net market share followed by SAMSUNG and Whirlpool
who had captured equal net market share i.e. 14% and Others is at last position
capturing only 8% of net market share.

And as far as washing machine segment is related in overall covered area, the net
market share of VIDEOCON is high and is the market leader capturing 27% share
followed by L.G. who captured 26% net market share followed by
SAMSUNG(17%), OTHERS(9%), ELECTROLUX(8%), WHIRLPOOL(7%) and
GODREJ(6%).

In case of washing machine, the competition between VIDEOCON and L.G. is
very tight whereas in refrigerator the competition between all the brands except
others is very tight.
Q4. Kindly specify the brands other than the existing brands which the
customers demand for?

RATIONALE:-
This question was asked to different dealers to know what the customer demands
for other than the existing brand when they come to your outlet.

RESULT:-
The result drawn from the survey is that, most of the customers demand for L.G.
and Whirlpool other than the existing brands which the dealer has at their outlet.

Q5. Kindly rank the following brands on the basis of 1-3 rating scale
according to what do you feel about them?

(1- Fair, 2- Good, 3- Excellent)

Brand Innovative Aesthetics Value Quality After Advert- Product
name for Sale isment range
money service

L.G.

Samsung

Videocon

Electrolux

Whirlpool
RATIONALE:-
This question is put forward to know mainly about the 5 brands i.e. L.G.,
SAMSUNG, VIDEOCON, ELECTROLUX and WHIRLPOOL that how much
there products are innovative, aesthetics, value for money, quality, after sale
service, advertisement and product range.
RESULT:-

HALD MORAD DEHRA HARI
BARILLEY GHAZIABAD WANI ABAD MEERUT DUN DWAR TOTAL AVERAGE
LG 2.83 2.77 3 2.92 2.84 3 2.9 23.12 2.9
SAMSUNG 2.67 2.61 2.75 2.39 2.47 2.35 2.42 20.12 2.5
VIDEOCON 1.24 1.5 1.75 1.69 1.78 1.45 1.5 12.64 1.6
ELECTROLUX 1.5 2 1.38 1.84 2 1.85 1.75 14.18 1.7
WHIRLPOOL 1.75 2.38 2.12 2.22 1.94 1.95 1.83 16.19 2

OVERALL INNOVATION OF VARIOUS BRANDS IN COVERED AREAS

3.5

3
2.9
2.5 2.5
2 2
1.6 1.7
1.5

1

0.5

0

LG SAMSUNG VIDEOCON ELECTROLUX WHIRLPOOL

As the above graph clearly shows that in innovation L.G. has got higher average than
others i.e. 2.9 followed by SAMSUNG(2.5), WHIRLPOOL(2), ELECTROLUX(1.7) and

VIDEOCON has got last position in innovation with only 1.6. so we can now rank them
L.G. =1, SAMSUNG=2, WHIRLPOOL=3, ELECTROLUX=4 and VIDEOCON=5. So
L.G. is more innovative than other brands.
BARILLEY GHAZIABAD HALDWANI MORADABAD MEERUT HARIDWAR TOTAL

LG 2.75 2.61 3 2.69 2.74 2.9 22.69
SAMSUNG 2.67 2.38 2.87 2.54 2.57 2.83 21.16
VIDEOCON 2.08 2.33 2.25 2 2.57 2.16 18.54
ELECTROLUX 1.92 2.05 1.5 1.76 1.84 1.83 14.2
WHIRLPOOL 2 2.38 1.37 1.92 2 1.83 15.03

OVERALL AESTHETICS OF VARIOUS BRANDS IN COVERED AREAS
3

2.8
2.5
2.6
2.3
2

1.7 1.8
1.5

1

0.5

0

LG SAMSUNG VIDEOCON ELECTROLUX WHIRLPOOL

As I have covered 120 outlets during my survey and in aesthetics as the graph clearly
shows that again L.G. has got higher average i.e. 2.8 followed by SAMSUNG(2.6),
VIDEOCON(2.3), WHIRLPOOL(1.8) and ELECTROLUX(1.7).
so now we can rank
them on the basis of above average. L.G.=1, SAMSUNG=2, VIDEOCON=3,
WHIRLPOOL=4 and ELECTROLUX=5.
So finally we found that L.G.’s brand products are more aesthetics.
VALUE FOR MONEY

BARILLEY GHAZIABAD BULANDSHAHER HALDWANI MORADABAD HARIDWAR TOTAL

LG 2.08 2.05 2.4 2.12 2.15 2.25 17.65
SAMSUNG 2.25 2.28 2.33 2 1.94 2.42 17.11
VIDEOCON 2.16 3.25 2.53 2.62 2 1.9 18.61
ELECTROLUX 1.58 2.05 2.33 1.62 1.61 2.16 14.78
WHIRLPOOL 1.92 1.94 2.43 1.5 1.84 2.35 16.02
OVERALL VALUE FOR MONEY OF VARIOUS BRANDS
2.5
2.3
2.2 2
2 2.1
1.8
1.5

1

0.5

0

LG SAMSUNG VIDEOCON ELECTROLUX WHIRLPOOL

As far as value for money feature is concerned the Videocon brand has got more average
i.e; 2.3 followed by L.G. (2.2), Samsung (2.1), Whirlpool (2) and Electrolux (1.8).
Although the Videocon brand is not more innovative as L.G. and Samsung but the most
of the dealers has said that their products are value for money products. So if we rank
them Videocon has first rank followed by L.G.=2, Samsung=3, Whirlpool=4 and
Electrolux=1.8
QUALITY

BARILLEY GHAZIABAD BULANDSHAHER HALDWANI MORADABAD HARIDWAR TOTAL

LG 2.25 1.94 2.33 2 2.3 1.75 16.45
SAMSUNG 2.16 2.33 2.33 2.25 2.07 2.5 18
VIDEOCON 2.08 2.16 2.2 2.37 2.23 2 16.7
ELECTROLUX 1.92 2.11 2 1.87 1.77 1.83 14.48
WHIRLPOOL 2.62 2.05 2.33 1.75 1.77 2.16 16.78

OVERALL QUALITY OF VARIOUS BRANDS

2.5

2.25
2 2.05 2.08 2.09
1.8
1.5

1

0.5

0

LG SAMSUNG VIDEOCON ELECTROLUX WHIRLPOOL

After analyzing all the 120 questionnaire, I have found that SAMSUNG provides
better quality products as its average is higher (2.25), followed by WHIRLPOOL
(2.09), VIDEOCON (2.08), L.G. (2.05) and ELECTROLUX (1.8) respectively.
Hence, we can conclude from the above got average that SAMASUNG=1,
WHIRLPOOL=2 and VIDEOCON=3, Thus concluding that in order to capture the
market or grow in the market, VIDEOCON need to improve their quality.
AFTER SALE SERVICE

BARILLEY GHAZIABAD BULANDSHAHER HALDWANI MORADABAD MEERUT

LG 2.25 2.16 2 2.12 2.38 1.47
SAMSUNG 2.42 2 2.06 2.12 2.07 1.73
VIDEOCON 1.92 1.83 2.66 2.12 1.69 2.15
ELECTROLUX 1.5 1.77 1.46 1.62 2 1.52
WHIRLPOOL 2 1.88 1.66 1.87 1.77 1.57

OVERALL AFTER SALE SERVICE OF VARIOUS BRANDS

2.5

2 2.06 2.05 1.97
1.7
1.5
1.57

1

0.5

0

LG SAMSUNG VIDEOCON ELECTROLUX WHIRLPOOL

In case of after sale service, the overall average of L.G. is higher i.e. 2.06, followed by
SAMSUNG (2.05), VIDEOCON (1.97), WHIRLPOOL (1.7) and ELECTROLUX (1.57).
Hence, the rank of L.G.=1, SAMSUNG=2 and VIDEOCON=3 And hence VIDEOCON
need to put their service centre in various cities.
ADVERTISEMENT

BARILLEY GHAZIABAD BULANDSHAHER HALDWANI MORADABAD HARIDWAR TOTAL

LG 2.83 2.77 2.86 3 2.92 2.9 23.12
SAMSUNG 2.67 2.61 2.46 2.75 2.39 2.42 20.12
VIDEOCON 1.24 1.5 1.73 1.75 1.69 1.5 12.64
ELECTROLUX 1.58 2 1.86 1.38 1.84 1.75 14.26
WHIRLPOOL 1.75 2.38 2 2.12 2.23 1.83 16.2

OVERALL ADVERTISEMENT OF VARIOUS BRANDS

3.5

3
2.89
2.5 2.5
2 2
1.78
1.5 1.58
1

0.5

0

LG SAMSUNG VIDEOCON ELECTROLUX WHIRLPOOL

L.G. is no doubt at no. 1 in case of advertisement and from the data above too, the
information so received is that the average of L.G. is higher i.e. 2.89, followed by
SAMSUNG (2.5), WHIRLPOOL (2), ELECTROLUX (1.78) and the average of
VIDEOCON is least i.e. 1.58. and hence the VIDEOCON is loosing its brand
image because of least advertisement and hence the brand image of L.G.. is higher
as it is very influence in case of advertisement.

PRODUCT RANGE

BARILLEY GHAZIABAD BULANDSHAHER HALDWANI MORADABAD HARIDWAR

LG 2.75 2.61 3 3 2.69 2.9
SAMSUNG 2.67 2.38 2.6 2.87 2.54 2.83
VIDEOCON 2.08 2.33 2.8 2.25 2 2.16
ELECTROLUX 1.92 2.05 1.8 1.5 1.76 1.83
WHIRLPOOL 2 2.38 1.73 1.37 1.92 1.83

OVERALL PRODUCT RANGE OF VARIOUS BRANDS
3

2.8
2.5
2.6
2.3
2

1.7 1.8
1.5

1

0.5

0

LG SAMSUNG VIDEOCON ELECTROLUX WHIRLPOOL

The product range of L.G. is highest as the average number of dealers coming to
be around 2.8 followed by Samsung whose average is 2.6, VIDEOCON (2.3),

WHIRLPOOL (1.8), and ELECTROLUX(1.7) respectively. Hence L.G. is at no.
1, SAMSUNG=2, VIDEOCON=3, WHIRLPOOL=4 and ELECTROLUX=5.
Q6. Which company provides the largest dealer oriented.schemes?

Samsung
L.G.
Videocon
Whirlpool
Electrolux
Others

RATIONALE:-

This question was put forward to different dealers to know which brand provides
the largest schemes to dealers.
RESULT:-
DEALER ORIENTED SCHEMES:

DEALER ORIENTED
SCHEME
L.G. SAMSUNG VIDEOCON ELECTROLUX WHIRLPOOL OTHERS
DEHRADUN 12 2 5 0 0 2

HALDWANI 0 1 6 0 1 2

MEERUT 8 9 8 1 0 0

GHAZIABAD 10 8 7 0 3 0

HARIDWAR 7 3 5 0 1 0

BULANDSHAHR 2 1 8 1 0 3

MORADABAD 3 2 8 2 1 0

BARILLEY 4 4 7 3 2 0
PERCENTAGE 38% 25% 45% 6% 4% 6%
BRANDS PROVIDING DEALER
ORIENTED SCHEME

50%
40%
DEALERS

30%
PERCENTAGE
20%
10%
0%
EL E N G

W RO N
LP X

TH L

S
.

O
IR LU
G

T O

ER
U
L.

O
EC O C
S
M

O
SA

D

H
VI

Forty-five percent of the dealers responded that Videocon(45%) provides the
largest dealer oriented scheme followed by L.G. (38%), Samsung (25%),
Electrolux and Others(6%), and Whirlpool (4%). Hence the company who is
providing largest schemes to dealers has captured a good market share.

Q7. Which company provides the largest customer oriented schemes?

Samsung
L.G.
Videocon
Whirlpool
Electrolux
Others
RATIONALE:-

To know which brand provides the largest schemes to customers, the question was
put forward to different dealers of different cities.

RESULT:-- CUSTOMER ORIENTED SCHEMES
CUSTOMER ORIENTED
SCHEME
L.G. SAMSUNGVIDEOCONELECTROLUXWHIRLPOOL OTHERS

DEHRADUN 14 4 3 0 0 1

HALDWANI 5 4 1 0 1 2

MEERUT 12 6 5 1 1 0

GHAZIABAD 10 5 5 0 3 0

HARIDWAR 8 3 4 1 0 0

BULANDSHAHR 8 2 5 0 1 1

MORADABAD 9 6 1 0 1 0

BARILLEY 8 8 2 1 0 0

PERCENTAGE 62% 32% 22% 2.50% 3% 3%
BRANDS PROVIDING CUSTOMER
ORIENTED SCHEMES

70%
60%
DEALERS

50%
40%
PERCENTAGE
30%
20%
10%
0%
EL E N G

W RO N
LP X
TH L

S
.

O OO
G

IR LU
T O

ER
L.

U
EC O C
S
M
SA

D

H
VI

Sixty percent of the dealers responded that L.G. provides the largest customer
oriented schemes followed by Samsung (32%), Videocon (22%), Whirlpool and
Others (3%) and Electrolux (2.5%) respectively

Q8. Did advertisement have any influence on the customer who comes
to your outlet for buying any brand of white goods?

RATIONALE:-
This question was put forward to dealer to know whether advertisement has any
influence on the customer in the purchase decision or not:-

RESULT:-
All the 120 dealers responded to this question that advertisement has 100%
influences in the purchase decision of the customer.
Q9. In your opinion, which is the effective mode of advertisement?

a. Television
b. Theatre
c. Radio
d. Newspapers
e. Magazines
f. Internet
g. Publicity on road
h. Other than above

RATIONALE:-

With the help of this question, we can get the opinion of the dealers regarding
which is the most effective media of advertisement.

RESULT:-

Here I found that local newspaper is the most effective media of advertisement
because many people may not have time to watch television but they can read
newspaper while going to office or traveling, followed by television
advertisements
Q10. What is the USP (Unique Selling Proposition) of different brands
in case of refrigerator and washing machine?

RATIONALE:-
The main purpose of asking this question to the dealer is to know the USP (unique
feature of different brands which differentiate it from each other).

RESULT: - UNIQUE SELLING PROPOSITION

UNIQUE SELLING PROPOSITION OF DIFFERENT
BRANDS
BRANDS REFRIGERATOR WASHING MACHINE

L.G. Door cooling system Punch wash

SAMSUNG Bio-fresh technology Bio-technology

VIDEOCON Water dispensor Power motor

ELECTROLUX Health guard system Pulsator wash

WHIRLPOOL 6th sense 1-2,1-2 Hand wash
Ice-magic Agitator wash

Q11. Kindly mention the appropriate time you need for getting the proper
feedback from either the sale personnel or service personnel of Videocon?

RATIONALE:-
This question was put forward to know the time during which they should get the
proper feedback from the service or sale personnel.

RESULT:-

Hence the result drawn from the survey is that, most of the dealers of Videocon
want to get the proper feedback within 24 hours. Hence besides providing the
product, the dealer and customer should be provided with the service within the
time they want, then only they would be attached or be loyal to the company.

Q12. To promote a brand, kindly rank the following parameters as per
your requirement.

a) Profitability.
b) Product Range.
c) Advertisement.
d) Availability.
e) Attitude of distributors/company.
f) Margin.
g) After Sale Service.

RATIONALE:-
This question was asked to dealers to know their views regarding how to promote
particular brands by ranking the following parameters.

RESULT:
Attitude After
Of Sale
Profit Product Advert Avail distributo servic
ability Range isement ability r Margin e
HARIDWAR 83 53 42 82 58 89 43
DEHRADUN 97 98 51 152 114 153 58
BARIELLY 46 45 42 80 103 62 36
HALDWANI 13 28 46 42 17 48 26
GHAZIABAD
& NOIDA 113 78 48 124 108 119 74
MORADABAD 62 65 41 78 70 71 59
MEERUT 95 92 53 123 104 113 60
BULAND
SHAHAR 124 61 37 114 97 98 37
TOTAL 633 520 360 795 671 753 393
AVERAGE 79.125 65 45 99.375 83.875 94.125 49.125
120 112
99.375 94.125
100 91.5
79.125 83.875
80 65 63.125
60 45 49.125
40
20
0

customer
Profitability

After sale
distributor
Attitude of
Advertisement

Continue

oriented
service
After covering all 9 cities we have found that most of the dealer had said that they
promote the brand mainly due to advertisement and from the graph it is clear that
the least average is for advertisement i.e. 45 followed by after sale service whose
average is 49.125, followed by brand pull (average 63.125), product range (65),
profitability (79.125),attitude of distributor (83.88), continue customer
oriented schemes (91.5), margin (94.125), availability (99.375), continue
dealer oriented schemes (112)..
And hence I would like to rank them according to the information received
from the average given above,
Advertisement=1
After sale service=2
Brand pull=3
Product range=4
Profitability=5
Attitude of distributor/company=6
Continue customer oriented scheme=7
Margin=8
Availability=9
Continue dealer oriented scheme=10

Hence, the company should adopt these parameters accordingly in order to
promote their brand.
Q13. Normally, how do you position a new product at your outlet so as
to maximize its sale?

a) Prominent display
b) Allocating separate schemes for that.
c) Local advertisement.
d) Any other method (please specify).

RATIONALE:-
This question is put forward to know how the dealer will maximize the sale of new
products.

RESULT:-
After done the whole survey I have found that most of the dealer has said that they
do the local advertisement most by giving the advertisement in local newspapers
and they also do rickshaw advertisement. Some has also said that they also
allocate the separate schemes for customers like they give iron, dinner set, etc. free
with the product.
Q14. Please specify, the problems faced by you during day to day
working with the customer electronics/consumer durable company?

RATIONALE:-
This question is put forward to know the problems they faced during day to day
working with the customer electronics/consumer durable company.

RESULT:-
During the survey many dealers has told us that they are facing many problems
like
• company is not in contact with them.
• no proper training has given to any dealer about the product features that’s
why they face many problems during product demo.
• if any scheme is out for dealers the wholesaler or distributor never tell them
and the wholesaler or distributor take profit of those and this happen
because they don’t have any direct contact with the company.
• after sale service is not good
• Pressure on them is quite high like they are sitting on the edge of knife.
• They also want information regarding the updates in the product price and
scheme directly from the company.
• Products are not given to them according to their demand.
Q15. Kindly differentiate the Videocon from other brands of consumer electronic
goods.

RATIONALE:-
This question is put forward to know how the videocon brand is different from
other brands.

RESULT:-
during the survey many dealers has told us many things like
• videocon is nice for appliances but not in any other products specially in
A.C.s.
• Good company encashing old name.
• provide low price products of good quality.
• Only company which gives largest dealer oriented schemes.
• Only company staying from so long but now started loosing their share day
by day.

• The company is not aggressive and their advertisement is not good.
• some dealers has also said that product is not of good quality
• Their after sale service is not up to the mark.
• Product line of the company is not good, dealer never get the quantity
which they demand.
• This company is at number 3 after L.G. and Samsung.
INTERPRETATION

• As I have worked for Videocon, so I interpret that in refrigerator segment
Videocon needs to improve its strategy.
• In washing machine segment they are working well but their shares are
coming down.
• Although L.G. is good but their after sale service need to be improve more.
• The non frost free refrigerator of all brands are in less sale and this is
because of electricity, as non frost free refrigerator needs permanent
electricity.
COMPETITION

OBJECTIVE

This module will give you a brief overview of the manner in which the
competitors have lined up their products and its exclusive features.
This module will also give a platform where we can judge our products as against
competition

WHIRLPOOL

• The product strategy espouses superior and fast cooling
• they talk about features like duct cooling and quick ice making which are
just add on marketing gimmick and does not add any technical benefits to
the product
• The pricing strategy is with an intention to command a premium over the
competitors
• The communication strategy is to convey the ‘big band’ benefits to the
homemaker. The focus is on forging an emotional bond with the
homemaker
ELECTROLUX KELVINATOR

• The product strategy involves providing ‘world class technology’ to the
customer
• The Electrolux-Kelvinator brand of refrigerators are targeted at middle and
premium customers while Allwyn is targeted to the lower end segment
• The company has merged the Electrolux and Kelvinator brands to cash in
on the combination of Electrolux’s technologically superior and premium
image and Kelvinator’s reliability

GODREJ

• The product strategy espouses superior technology-five side cooling and
value added features like magic eye with its Pentacool range.
• the freezer plate which is present on the back side of the freezer is what is
christened as Pentacool which is not really an additional element in cooling
• The pricing strategy is with an intention to meet the requirements of all
classes of customers
LG
• LG’s strategy is to portray itself as a technically advanced brand to the
customer with features like door – cooling, z4 airflow and z-deodorizer.
• The pricing strategy is focused towards the premium segment and the
higher end of the market
• The have launched new refrigerators in the direct cool segment under the a1
series brand name.

SAMSUNG

• Samsung’s product strategy is based on technology platform and conveys
their ability to keep food fresh (bio fresh), with the ceramic components,
they have managed to own the tag of bio freshness
• The pricing strategy shows Samsung as a premium player
• The communication strategy is focused on freshness platform and uses
TABU as the brand ambassador.
LIMITATIONS OF THE STUDY

1). Due to time and financial constraint, the research was limited to few areas of
Eastern U.P.

2). As the respondents were the retailers and wholesalers, their opinion on
consumer preference can’t be fully relied on.

3). Some of the respondents were less co-operative and they have given some
vague data, which leads to lack of accuracy.

4). Since the medium of response was in local dialect indispensable language
constraints have affected the study
RECOMMENDATIONS

1). the company should reposition Videocon refrigerator so that they can increase
the market share of refrigerator by innovating some new features in their products.
And as in case of Washing machine, it has captured good market share, so in order
to grow in this product line they should always be ready to compete with their
competitors.

2). Advertisement in Television (star plus, Zee t.v., DD-1) and print media i.e.
newspapers, magazines should be enhanced.

3). Videocon should improve their product line by increasing the model of their
product line and imposing better quality and aesthetics of their product.

4).In a market, where there are more dealers for refrigerator and washing machine,
there is a cut-throat competition. Refrigerator and washing machine are not sold at
fixed rates which lead to frustration among the dealers. Company officers their
visits/audits in order to reduce their frustration among dealers. Otherwise this may
indirectly hit dealer’s satisfaction and may have adverse effects on company’s
sale.

5). To increase dealers satisfaction, company should periodically hold dealers
meet, where it should invite group of 20-25 dealers from particular area and
discuss their problem.
6). As like Big B, Shahrukh Khan is now the popular celebrity who is liked by
everyone and is the brand ambassador of Videocon. Some emotional touch in the
advertisement of Shahrukh Khan should help the customer in making impulse
purchase.

7). Videocon should organize campaigns in different cities or at least offer
sponsorship in village fairs, melas etc. in order to enhance the sale by the
customer.

8). Videocon should become innovative and should create some new feature in
their product and should become aggressive as far as their brand name is
concerned.

9). Videocon has wide range of products, so adequate information must be
disseminated through product publicity to make familiar all the ranges and their
features to the customer.

10). Videocon can also try to introduce installment schemes for the refrigerator
and washing machine. This will enhance the sale.
11). Videocon should also introduce dealer incentive schemes to give dealers an
added advantage of getting high return on their investments.

12). As according to the information received from the survey, the dealers of
Videocon in some cities said that margin is taken away by the distributors only.
And hence the company should directly contact with the dealers and distribute the
incentive and margin accordingly.

13). Videocon can also take a leap by providing after sale service to its customers
via dealers or having service centers at various places. Dealers should be given
incentives for providing after sale service, this can increase the level of
satisfaction.

14). Dealer should be given a larger credit period.

CONCLUSION
This research is a diagnostic study related to two main objective i.e. primary and
secondary objective mentioned already. This section consists of all the findings
carried out during research work. As topic was Market size of refrigerator and
washing machine, large number of factors influence buying behavior like few
customers buy it for the sake of some differentiation, better quality, value of
money it provides, aggressive nature of the company due to which it buys the
product, product range, after sale service it provides etc. Small number of
modification is required in Videocon refrigerator. They have to improve their
aesthetics in case of washing machine in order to remain at the position where it is.
The main advantage for the Videocon Company is its lower price and dealer
friendly relationship which it holds.

And at last I would like to conclude with that Videocon should advertise more in
order to increase their sale and improve their brand image. As in
case of washing machine, no brand can compete with Videocon
and L.G. but it needs to do some innovation and increase the
models in case of refrigerator.

So, at last I would like to conclude that Videocon is the only Indian company
competing with other multinational companies and surviving in the market, so it
should deal with satisfying the demand of the customer at the time when they
want.
ANNEXURE (Questionnaire)

QUESTIONNAIRE FOR DEALERS
Q1.Which brand of Frost-Free Refrigerator you deal?
LG
Samsung
Videocon
Godrej
Electrolux
Whirlpool
Haier

Q2.Which are brand of Frost-Free Refrigerator you sell most?
Lg
Samsung
Videocon
Godrej
Electrolux
Whirlpool
Haier

Q3. Which is brand having better brand pull?
Lg
Samsung
Videocon
Godrej
Electrolux
Whirlpool
Haier

Q4.Which capacity of frost-free refrigerators there is have more customers?
100-200 Ltrs
200-300 ltrs
300-400 ltrs
400-500 ltrs

Q.5 Which type of Benefits Company given you?
Commission
Gift & Schemes
FTS(foreign trip scheme)
Discount
Scratch Card

Q6.Which class mostly demands the frost-free refrigerator?
High Class
Middle Class
Lower Class

Q7.What are the factor affecting the sales of frost-free refrigerator?
High margin
Brand pull
Brand Loyalty
More Services
Warranty
Customer schemes

Q8. What are factors which are affecting the sale of Videocon ffr?
Sales Services
Sales Promotion
Models
Pricing
Q9.What are Factors pertaining to services which attract customers?
Warranty
Free maintenance
Replacement

Q10. How much Qty of Direct Cool And Frost-Free Refrigerator you sell in month?
Direct cool
FFR

QUESTIONNAIRE FOR CUSTOMERS

Q. 1 which brand of frost-free refrigerator you have at your home?

LG 
Videocon 
Samsung 
Electrolux 
Whirlpool 
Godrej 
Haier 

Q. 2 Which are factors mostly affecting your buying
decisions?

Features 
Price 
Brand 
Services 
Customer Scheme

Dealer Recommendation

Previous Experience

Q. 3 What type porblems you mostly faced?

Cooling 
Capacity 
Services 
Voltage 
Q. 4 In your opinion which brand of frost-free refrigerator
is best?
LG 
Videocon 
Samsung 
Electrolu
x 
Whirlpool 
Godrej 
Haier 

Q. 5 Why that brand is best?
Look Attractive 
Reasonable
Price 
Services 
Brand 
More cooling 
More capacity 

Q. 6 Which celebrity is more effective in advertising
offer?
Cricket team 
Small Kids 
Film actor &
actresses 
General Public 

Q. 7 What types of scheme do you preferred?
Discount on
Price 
Gifts & Prizes 
Scratch card 
Exchanging offer 
BIBLIOGRAPHY

BOOKS:

• Kothari, C.R., Research Design, Research Methodology, Second Edition,
New Delhi, New age International (P) Limited, 2004, Pg31-32.
• Kothari, C.R. Sampling Designer, Research Methodology, Second Edition,
New Delhi, New Age Internation (P) Limited, 2004, Pg55-56.
• Aswathappa, k,Performance Appraisal- An Introduction, Human Resource
and Personel Management, Third Editon, New Delhi, Tata Mc Graw-Hill
Publishing Company limited, 2002, Pg 199-231.
• Kothari, C.R., Research Methodology- An Introduction, Research
Methodology-An Introduction, Research Methodology, second Edition,
New Delhi, New Age International Limited, 2004, Pg 1-20.
• Kothari, C.R., Defining the Research Problem, Researh Methodology,
Second Edition, New Delhi, New Age International (P) Limited, 2004, Pg
24-25.
• Kothari, C.R, Interpretation and repot writing, Research Methodology,
Second Edition, New Delhi, New Age International (P) Limited, 2004,
Pg.344-359.

SITES
• www.videocon.com
• www.google.com
• www.msn.com