Summer Internship Report on ANALYSIS OF BRAND EQUITY OF VIDEOCON In The Cit!

O" Bhu#$nes%$r

&rep$re' #!() Dip$* Lohi$ Ro++ No() ,E.tern$+ /ui'e 0r Bi1$! A'hi*$ri Intern$+ /ui'e R$shmi R$1 &$+o As $ p$rti$+ "u+"i++ment o"

Dissert$tion &ro1e2t in 3h$++i*ote Autonomous Co++e4e Berh$mpur

DECLARATION
I do here by indemnify my research work to be authentic and original in all respects of the process carried out in this project. Under any evitable circumstances, if my project could be scrutinized and screened and evades of copying, I am liable for any demarcation or variation of marks what so ever my guides of this project deem fit.

Place : erhampur "ate:

!ignature

AC3NO5LED/E0ENT

I would like to acknowledge my gratitude and thanks to all the panelists who took active part in accomplishing my project.

#o begin with I would like to acknowledge my sincere thanks to Prof. $ashmi $aj Palo for providing me such a nice opportunity to do my "issertation Project Programme in %ideocon Industries ltd.

I would like to e&tend my heartiest thanks to my e&ternal guide, 'r. ijay (dhikari )'arketing *&ecutive+ along with 'r. !antosh !amantroy, 'arketing 'anager of %ideocon Industries ltd.

,inally a word of thanks to all the respondents )dealers and customers+ who spared their valuable time from their busy schedules in answering the -uestionnaire and made the project complete.

CERTIFICATE

This is to certify that Dipak Lohia, a student of Khallikote Autonomous College is pursuing his BBA has worked under my guidance and super ision on his dissertation entitled ! An$+!sis O" Br$n' E6uit! O" Vi'eo2on In The Cit! O" Bhu#$nes%$r to the "est of my knowledge this is an original piece of work#

"ate:. Place: . 7 ijay (dhikari8 'arketing *&ecutive, %ideocon Industries /td, hubaneswar

CERTIFICATE

#his is to certify that "ipak /ohia, student of 0hallikote (utonomous 1ollege of usiness 'anagement pursuing his (, has worked under my guidance and supervision on his dissertation entitled An$+!sis o" Br$n' E6uit! o" Vi'eo2on in the Cit! o" Bhu#$nes%$r. #o the best of my knowledge this is an original piece of work.

"ate:. Place:. $ashmi $aj Palo

Dean, Khallikote Autonomous College

E.e2uti9e summ$r!
It was a great opportunity for me to do my project in %ideocon industries /td from 23th "ec to 45th "ec in the city of hubaneswar. %ideocon is one of the pioneer brands in the ,'1" sector and also market competitor. 6ere I have analyses the brand positioning of brand %ideocon in the city of hubaneswar.

In order to find out the brand Position of the brand %ideocon one should find out the different component of the brand e-uity such as, brand

&

loyalty brand awareness Perceived -uality brand association and other proprietary assets. 6ere I have taken four brands for comparison, such as /7, !amsung, 8hirlpool and 6aier along with %ideocon. I have studied these attributes and then find out the position of the brand. 8ith this we have also draw a perpetual map of the brand 9%ideocon: and vis.;.vis the other ,'1" rands like /7, !amsung, 8hirlpool and 6aier which are considered as the main competitor of %ideocon. I have taken performance and after sales service for formation of perpetual mapping because these two attributes generally play a vital role in case of ,'1" sector. <ur study was -ualitative in nature and based primarily on customers and dealers opinion survey. 8e are using primary data !ource and descriptive research approach. 8e have also used two well.structured -uestionnaires comprising of close ended -uestions as the research instrument .I have use the convenient sampling method for the customer survey and purposive !ampling method for the dealers survey. (ll respondents are surveyed were selected from the city of hubaneswar. #he sample size was 433 for the customer and 43 for the dealers those are collected from various part of hubaneswar. I have critical analyzed each and every -uestion in the -uestion in the -uestionnaire and then this analyzed data was then converted in to different charts for convenience. ,rom these data I came to know different attributes of brand e-uity of the %ideocon brand along with other brands. !o I can able to analyses the brand position of %ideocon brand in the ,'1" sector. I have also given different suggestions to %ideocon industries /td, to enhance sales.

Content
1hapter (. . 1. Page =o. Preface >>>>>>>>>>>>>> )32+ "eclaration >>>>>>>>>>>>. )34+ (cknowledgement>>>>>>>>>... )3?+

'

". *. I

7uide certificate>>>>>>>>>>. )3@, 3A+ *&ecutive summary>>>>>>>>> )35+ Introduction B $eview of literature <bjectives >>>>>>>>>>>>>>> )3C+ !cope >>>>>>>>>>>>>>>>>. )23+

II

'ethod of !tudy "esign>>>>>>>>>>>>>>>>.. )2A+ !ample>>>>>>>>>>>>>>>>> )25+

III I%

$esults >>>>>>>>>>>>>>>> )4@+ "iscussion B 1onclusion "iscussion>>>>>>>>>>>>>>.... )AA+ 1onclusion>>>>>>>>>>>>>>> )A5+

% %I

$eference ) ibliography+>>>>>>>>>.. )AC+ (ppendices )-uestionnaire+>>>>>>>> )AD+

Introduction & Review of literature:#he brand %ideocon is a mu+tin$tion$+ #r$n' producing consumer durable product such as #elevision, refrigerator, washing machine,

microwave oven etc. . . . #he company has a large market share in the overall field but it has a small market share in the state of <rissa especially in the hubaneswar city, which is my place of study. !o far my survey is concerned I personally feel that the company is lacking the advertisement which is a most important source for the company for product promotion. (fter taking the views of both the customers and retailer it infer the same conclusion along with some other draw backs. #hough the product -uality is good in the eyes of the customer but the advertisement and after sale service is not good for which it place itself in third position.

0$1or o#1e2ti9e o" the stu'!()

Objective:2. ,ind out the brand e-uity of the brand 9%ideocon.: In order to find out the brand e-uity of the brand %ideocon one should find out the different component of the brand e-uity such as: (ccording to "avit (akeer model:. a+ rand *-uity b+ rand awareness c+ rand association

4. "raw a perpetual map of the brand 9%ideocon: and vis.a.vis the other ,'1" $(=" like /7, !amsung, whirlpool and 6aier which are considered as the main competitor of %ideocon. 'ethodology primarily : #he study was -ualitative in nature and based

<n customers opinion survey and dealers opinion !urvey "ata !ource : primary source

$esearch (pproach : "escriptive $esearch instrument: 8ell.structured -uestionnaires comprising of close *nded -uestions. !ampling Plan : (ll respondents are surveyed were selected in random <rdered and the same were taken from hubaneswar.

*+

S2ope()
2. In order to find out the rand *-uity of the brand E%ideoconF I have surveyed different places of hubaneswar city .!cope was limited to hubaneswar only.

4. ,or the calculation of brand e-uity one has to do research on $(=" #$(10I=7 and $(=" (U"I#I=7. ut for rand tracking a long period is re-uired as survey should be done as regular basis in each year . ut I had only @ week in completing the project. !o scope was limited.

?. ,rom the model postulated by consisted of A parts such as :. a+ b+ rand /oyalty rand awareness

(akeer we know that

rand *-uity is

c+ Perceived -uality d+ rand association and

e+ Proprietary assets Proprietary assets include patents, trademarks. company was not within the scope of my study. ut, proper valuation of a

**

Comp$n! &ro"i+e()
I have done my summer internship program me in %ideocon Industries /imited , hubaneswar .%ideocon is one of the leading company especially for the manufacturing of consumer durable product s like television , refrigerator 8ashing machine , 'icrowave woven etc . #he %ideocon group emerges as a U!" @ illion global conglomerate continuing to set trends in every sphere of its activities from a conference room sized assembly line in 2DGD . :ISTORY OF VIDEOCON INDUSTRIES LI0ITED
1987 1989-1990 1991 1995 1996 1998 2000 2005
Colour & BW TV machines Home En er ainmen s!s ems #C $e%rigera ors &lass shells %or C$T 'i chen a((liances Cru)e oil Washing

Elec ric "o ors Coolers

Com(ressors "o ors *hili(s colour TV (lan a+e o,er

Com(ressor

Elec rolu- .n)ia / (lan s a+e o,er0 Thomson C*T #c1uisi ion

*2

Business pro"i+e o" 9i'eo2on in'ustries +imite' VIDEOCON

U!I=*!! P$<,I/*

Domestic

,nternational

Consumer -lectronics
Component s 0lass for C1T Compressor s

.il /0as

Consumer -lectronics 6A7A .-4

.il /0as

Australia

-2isting 3ields

,taly

.man

,nfill wells .man

5atellite 3ields

.thers

-nd products

.thers

Components / ,ntermediates

China *3

3ull spectrum

0as Distri"ution

4e2ico 1oland

-2ploration in

0ey (chievements of %ideocon Industries /imited :.

Consumer E+e2troni2s m$nu"$2turin4 in In'i$()

:ome

$pp+i$n2es

2ompressor

%ideocon *njoy a pre.eminent position in terms of sales and customer satisfaction in many of our consumer products like colour #elevisions , 8ashing machines , (ir conditioners , $efrigerators , 'icrowave <vens and many other home appliances , selling them through a multi.brand strategy with the largest sales and service network in India . $efrigerator manufacturing in further supported by our in.house compressor manufacturing technology in angalore. 8ith the #homson (c-uisition %ideocon has emerged as one of the largest 1olour picture tube manufacturers in the world operating in 'e&ico, Italy, Poland and 1hina, continuing to lead through new innovative technologies like slim 1P# and 6igh "efinition 25:D formats 1P#. %ideocon is one of the largest 1P# 7lass manufacturers in the world with a high level of e&perience and technical e&pertise operating through Poland and India. %ideocon will leverage on this synergy after the #homson ac-uisition to internally source glass for its 1P# manufacturing increasing efficiencies and lowering costs. (n important asset for the group is its $avva oil field with one of the lowest operating costs in the world producing A3,333 barrels of oil per day. #he group

*$

6as ambitious plans for e&pansion in this sector globally.

7$<UP P$<,I/* :. %I"*<1<=

Consumer electronics
8ome applianc es 6efrigera tor

CT9s B/w T9s 9C6s

Audio 5ystem Colour monitors

Comp enent s
T9 9C6 / audio

.ffice autamati on Digital diaries

,nternet

petroleu m

1ower

,51

7ashing machine

0lass sell for col # B/w pic tu"e

Kiddy 1C

Air condition er Dish washer

Content / we" 5olution s

Crude oil e2tractio n %+,+++ "atterie

*,+%+ mw power 0neratio n

Data pro;ector

4icro wa e o en 4i2er / grinder

4onitors for compute rs

1ower in erter

Comp ressor s
.ther electro: nics

Digital mpeer3 play 1alm top

7ater purifier

*%

Rese$r2h 0etho'o+o4!
#he methodology adopted to accomplish this project was in accordance with the topic assigned. #he study was based on data collected mainly through primary source. "escriptive research methodology was adopted for the purpose of study.

Desi4nin4 The Questionn$ires(

#his study was conducted in two parts and accordingly -uestionnaires are also set categorically . Huestionnaire for the customer of ,'1" products. Huestionnaire for the dealers of ,'1" products 'y chosen brands are /7, !amsung, %ideocon, 8hirlpool and 6aier. #he method adopted for developing the above mentioned -uestionnaires followed the se-uential order:.

*&

2. "etermining the objective of the project and specific data to be sought. 4. "etermining the process of interviewing. ?. !crutinizing the -uestion content. @. !etting the response format. A. !etting the wording of the -uestions. 5. !etting the -uestionnaire of structure. G. Pre.testing, revising, redesigning and final draft. #he -uestionnaires were prepared in consultation with the company guide as well as the institutional guide.

SA0&LIN/ &LAN()
!ample size :. #he total sample size is 443 numbers .8hich is further subdivided in as follows:. 2. 4. 1ustomers of the ,'1" brands "ealers of the ,'1" brands 433 43

SA0&LIN/ 0ET:OD()
!imple $andom sampling was done for the customers and stratified sampling techni-ue has been used for the dealers.

0ET:OD OF DATA COLLECTION()

#he data was collected mostly from primary sources. "uring the period 23I24I2? to 4AI24I2? the survey was conducted .

*'

6U =*!8($ 1I#J, <$I!!( ,or the collection of data from the customers I have visited different market places where the retail shops of ,'1" goods are located. I avoided the customers who were going inside the shops because they were in hurry for seeing their desired brands first rather responding to my -uestions. ,or the collection of data from the dealers I have visited 43 shops who have these ,'1" brand of my consideration.

T8- B6A<D BA5K-T

*(

oard of "irectors:.

Mr. Venugopal N Dhoot

*)

 Mr. Pradeepkumar N Dhoot Mr. K C Srivastava Mr. Kuldeep Kumar Drabu Mr. Satyapal Talwar Mr. S Padmanabhan Ma . !en. S C N "atar Mr. #run $ %ongirwar Mr. Didier Trutt Thomson S.#( &Nominee '

Mr. "ohan ! )ant &Nominee ' #% *le+trolu, &Publ( ( Mr. % -avindranath '.D%. $imited( &Nominee

Mr. # ay Sara/ &Nominee ' .C.C. %ank $imited(

2+

Vision An' 0ission St$tement O" Vi'eo2on()

Vi'eo2on<s mission( A 2ontinuit! $n' 2h$n4e Vi'eo2on<s mission e.pression h$s #een 2r$"te' to en9e+ope #oth e.t$nt $n' emer4in4 re$+ities() 9#o delight and deliver beyond e&pectation throu4h ingenious strategy, intrepid entrepreneurship, improved technology, innovative, insightful marketing and inspired thinking about the future.: To 'e+i4ht $n' 'e+i9er #e!on' e.pe2t$tion =>The en' #his segment not only underlines the importance of the ultimate goal.customer satisfaction )"elight+ and ultimate target K the customer, but also of intermediate process and principles, which have contributed to building a robust, dependable %ideocon value chain )"eliver+. (s a result of its focus on developing loyal customers and reliable associates, %ideocon is able to e&ceed e&pectations. Throu4h in4enious str$te4!?= The me$ns In the cutthroat world of today, it is only by taking recourse to advance planning and strategy that a business can hope to survive. (lthough te&t book strategy has its uses, reproducing it in verbatim for the real world would be foolish because of the absence of te&t book conditions. #hus, there is a need for a bounded rationality, spontaneity and improvisation that is fle&ible enough for scenarios both imaginable and unimaginable. %ideoconFs ingenious maneuvers are actually fle&i strategy that abstracts from shifting ground conditions and decides game.plans, or sometimes changes the rules of the game.

2*

"ifferent ,unctional (reas at %ideocon Industries /imited

%ideocon has its corporate office at (urangabad. #he 6$ practices all over India are handled by a corporate 6$ team. #heir office is called #I'*! <,,I1*. #he brand %ideocon is sub divided into two parts covering whole India. 2. !outh and east 4. =orth and west

#he operation at south and east part is known as India a operation. #he operation at south and east part is known as India 2 operation. ,or total =orth 8est and south east the 6$ practices is handled by assistant manager or deputy manager. ,or east senior e&ecutive handle the 6$ practices his office is in 0olkata. ,or south also there is one senior e&ecutive his office is in 6yderabad. oth of these senior e&ecutives report to head office situated at angalore.

0*J 6$ P$(1#I1*!:.
2. !election and $ecruitment:.
#here is a selection team for selection of candidates at %ideocon. !election is mainly done through telephone and video conferencing. %ideo conferencing is done at $eliance 8eb 8orld.

Se+e2tion tests #$tter! $t Vi'eo2on (

A&&LICANT
,nter iew with asst# manager ,nter iew with asst# manager screening

/- ier in er,ie2 *#with 86 2#with concerned person 3#teleconference

6-=-CT,.
22

#here is no fi&ed yield ratio )recruitment to selection+ or intermittent yield ratio. !ometimes personal interview is also done. !election is done also through online via, naukri.com and jobsahead .com . ,or recruitment offer letter is send through mail. 7enerally a probation period of 5.months is given sometimes of three months.

@>Tr$inin4 (
,or marketing job no fresher is recruited so no specific training is provided. <nly some motivational training and induction and orientation program is organized. ,or sales jobs branch sales manager gives the training on selling techni-ues. ,or accounts department !(P training program is given by the company. <ne I! consultant from any reputed institution comes and gives the training.

&ERFOR0ACE A&&RAISAL()
It is one of the major 6$ aspect in %ideocon. It called 2. Lob description )L"+ 4. 0ey result area )0$(+ #here is only one method of performance appraisal i.e. 2onst$nt sum s2$+e> #his scale re-uires respondents to allocate a fi&ed number that is 233 among several objects, to reflect the relative Performance for each object. It is widely used to measure the relative importance of attributes. delivered through a process

23

Ch$r$2teristi2s
2>>>>>>>>>>> 4>>>>>>>>>>> ?>>>>>>>>>>> @>>>>>>>>>>> A>>>>>>>>>>>

points
>>>.. >>>.. >>>. >>>. >>>.

It is done on one to one basis. Performance appraisal is given by the corporate 6$ team. !ystem for grievance is also in practice.

SALARY AND 5A/ES STRUCTURE()

-> B$si2 S$+$r! Bene"its #he e&act 8orth of an *mployee In the <rganization )@3M.A3Mof asic salary+ )*mployees contribution+ #raining incentive #a&able #a& free traveler ) "ata 6$( Provident fund (nnual %ariable component laptop @>A++o%$n2es A>&F B>Bonus C> Others

2$

'edical *&penses support+ #ransport claim

card 'ed "(

) ajaj (llianz+ #( ?.tire (1+ ) (sst mngr Bmngr 4.tier (1+ )senior *&ecutive

TIE U&s 5IT: /LOBAL LEADERS

&$rtner !amsung *lectronics &ro'u2t ,ly back #ransformers, #urners 'atsushita *lectric 'atsushita *lectric 'atsushita *lectric !ansui *lectric co. /td #echneglas (kai 8ashing machine (ir conditioner $efrigerator (udioproducts #% 7lass shell (udioproducts #%

()

N$ture o" tie)up #echnical !upport

#echnical collaboration "esign and "rwing "esign and "rwing Bcolour <"' for Indian market #echnical collaboration Bcolour <"' for Indian market

2%

6yundai *lectrolu& ( !weden

1olour #% $efrigerator, conditioner, machine

<"' for Indian market (ir 2.<"' B Indian market 8ashing 4.!ourcing of components for 7lobal market ?.<"' for 7lobal market

RESULTS
(nalysis of customer !urvey:.
Question)-

#his is the -uestion through which we can able to know about the brand awareness .<ut of 433 respondents, all the responses was positive towards the brand %ideocon.

,rom this -uestion we came to know that there are near about all the customer

2&

Brand Awarness

#he entire costumer know about %ideocon brand. rand awareness is the ability to understand a brand under different condition. #he ability is determined the strength of the brand node in the memory. 8hen there is no race in the memory a brand can not be identified. awareness consists of recall and recognition. Question )@ rand

#his is about product knowledge of the consumer. It represents how much consumer is familiar with which product. 8e make the option of $efrigerator, #elevision, 'icrowave oven and washing machine. 6ere is another option of all also present. #otal 2CD responses out of 433 were all. 8hen 1ustomers are asked to know what is the actual percentage of p people familiar with different product of the %ideocon brand the responds were as follows:.

2'

Refrigerator Television Microwave oven Washing machine All

,rom this information we came to know that most of the people know about the entire product range of %ideocon. 8ithin the different product they know more about washing machine and television i.e. 5 out of 433 responses each.

Question)A

#his is the -uestion for knowing the punch line awareness of the %ideocon brand. #he punch line of %ideocon is new improved life:. #he result of this survey -uestion is given in from of a bar diagram in bellow.

2(

Wrong Don't Know Right 0 50 100 150

P nch line

=ear about AAM of the consumer know about the punch line i.e. 224 responses out of 433. <ut of all the responses G4 responses was donFt know and 25 responses was wrong. !o we came to know that more than half of the costumers know about the punch line of the brand.

Question )B #his is the -uestion to rank the brand as per consumer preferences. 6ere /7 is the most preferred brand according to the survey. 8e made a rating scale and gave mark to the brands.

2)

#here are five positions from one to five. 1ostumers gave there rank according to their preferences.

$(=0 2 4 ? @ A

/7 2?5 A5 A ? 3

!('!U=7 %I"*<1<= 86I$/P<</ 6(I*$ AA 24? 25 5 3 5 2G 23@ 5C A ? A G2 22? C ? 23 2CG

,rom the above data we can say that /7 is in no.2 position for 2?5 times , in no 4 position for A5 times, in no ? position for A times ,in no @ position for ? times and in no A position for 3 time . It is the most pro""ere' #r$n' in the ,'1" sector. !amsung is in no 2 position for AA times, in no 4 position for 24? times, in no ? position for 25 times, in no @ position for 5 times and in no A position for 3 times. %ideocon is in no 2 position for 5 times, in no 4 position for 2G times, in no ? position for 23@ times, in no @ position for 5C times and in no A position for A times.

8hirlpool is in no ? position for A times, in no @ position for 2? times, and in no A position for 4 times. It never took the no 2 and 4 position. 6aier is in no @ position for @ times and in no A position for 25 times. It is the +e$st pro""ere' #r$n' in the ,'1" sector.

3+

'A& WP %&D $AM "# 0 50 100 150 !00 RA(K 5 RA(K ) RA(K * RA(K ! RA(K 1

C$+2u+$tion o" st$n'$r' 'e9i$tion

$anks

? 3A 25 23@ G2 ?

@ 3 35 5C 22? 23

A 3 3 3A 3C 2CG

'ean 55 A3 @3 @3 55

!tan. "eviation

/7 !amsung

2?5 A5 AA 35 3? 3 24? 2G 3A 3

%ideocon 8hirlpool 6aier

Question)C

3*

It is the -uestion to know about the advertisement and sales promotional tool which is most ac-uainted with the consumer. (s per the research #% advertisement is the most useful method to touch the consumer.

T% add Road show 'ordings (ews +a+er

Huestion.5

32

It is about the product association. #hat means consumers are attached to which product most. (ccording to the survey consumer are attached to the washing machine most.

refrigerator Television Washing Machine Micro Wave ,ven

33

Question)D

6ere we are analyzing about the -uality of %ideocon product. #his -uestion is in a comparative scale method. 'ost of people )23C out of 433+ gave here response towards the satisfactory position. (fter that people preferred good )C4 out of 433+.(verage got G responses, *&cellent got 4 response and poor got only 2 response.

y giving marks according to the grade we get total 2@3G out of 4333 which is nearly about G3M.!o performance is moderated in nature.

Poor #ood $aisfacor -.cellen

3$

Question)E 6ere we are analyzing about the after sales service of %ideocon product. #his -uestion is in a comparative scale method.

y giving marks according to the grade we get total 2?33 out of 4333 which is 5AM.!o performance is moderated, but not up to the mark.

(oor #,erage goo) 3 a is%ac or! E -cellen

3%

Question)F

6ere we are analyzing about the brand communication of %ideocon product. #his -uestion is in a comparative scale method.

y giving marks according to the grade we get total 2223 out of 4333 which is nearly about A5M.!o performance is less than the desire one.

-.cellent $atisfactor1 #ood Average Poor 0 !0 )0 /0 00 100 Brand com nicaion

3&

Question)-,

6ere we are analyzing about the value for money of %ideocon product. #his -uestion is in a comparative scale method.

y giving marks according to the grade we get total 2?A4 out of 4333 which is nearly about 5CM. !o performance is moderated but not up to the mark.

Poor Average #ood $atisfactor1 -.cellent

3'

Question)--

#his is the -uestion to know about the most appropriate method to enhance sale. (s per the research proper advertisement takes the first position.

3(

Pro+er Advt Price Red ction 2 alit1 3+gradation -(' afer sales service

ANALSIS OF DEALERS< QUESIONNAIRES Question)#his is the -uestion which regards to the brands the dealers deal with.

3)

#he result of the survey -uestion is shown by a bar diagram.

'A&-R %&D-,4,( W'&R"P,," $AM$3(# "# 0 5 10 15 !0 (3MB-R ,5 D-A"&(#$

,rom the above table we came to know that out of 43 dealers 2C are familiar with our brand %I"*<1<=. 0EAN AND 0ODE VALUES OF T:E SERIES $(=" =('* /7 !('!U=7 86I$/P<</ %I"*<1<= 6(I*$ =< <, "*(/I=7 2A 25 2@ 2C 24 2A 2C '*(= '<"*

,rom this able we can find out that the mean of he series is 2A.!o there are only two brands above the mean value i.e., !amsung and %ideocon .8hirlpool and 6aier are below than the mean ./7 is close to the mean with the value of 2A.

$+

6ere mode i.e. brand with ma&imum fre-uency of response is 2C which is gained by %ideocon.

Question) @ #his is the -uestion to know the customers most proffered brand. In this -uestion here are five brands .1ustomer gave rank one to five to the entire brand. #he result of this survey -uestion is given in from of a bar diagram in bellow.

W %& '& D M -, R" $3 P, 'A 4 & ( "# , , # ( " -R

RA(K 5 RA(K ) RA(K * RA(K ! RA(K 1

$A

0
$(=0 /7

10

15

!0
6(I*$

!('!U=7 %I"*<1<=

86I$/P<</

$*

$(=0 2 $(=04 $(=0? $(=0@ $(=0A

25 @

@ 2@ 4 4 2? A ? 2? @ 4 4 25

,rom the above data we can say that /7 is in no 2 position for 25 times and in no 4 position for @ times. It is the most pro""ere' #r$n' in the ,'1" sector. !amsung is in no 2 position for @ times, in no 4 position for 2@ times and in no ? position for 4 times. %ideocon is in no 4 position for 4 times, in no ? position for 2? times, in no ? position for ? times and in no @ position for 4 times. %ideocon never took the no 2 position. 8hirlpool is in no ? position for A times, in no @ position for 2? times, and in no A position for 4 times. It never took the no 2 and 4 position. 6aier is in no @ position for @ times and in no A position for 25 times. It is the +e$st pro""ere' #r$n' in the ,'1" sector.

$2

C$+2u+$tion o" St$n'$r' De9i$tion:.

$anks

-G ,B , 3

@
,B -B ,@ 3

A
, ,@ -A 3? ,@

B
, , ,C 2? ,@

C
, , , 3@ -G

'ean

!tan. "eviation

/7 !amsung %ideocon 8hirlpool 6aier

Question)A 6ere we are going to analyze the most appropriate element for ranking the brands. In this -uestion there are five points such as price, -uality, technology, after sales service and warranty. <ut of 43 responses most no is given to the -uality )22 times+,(fter sales service )5 times+, technology )4 times+, price )2 times+ and 8arranty )3 times+ in the descending order. #he result is given in the form of a pie diagram in bellow.

$3

Price 2 alit1 Technolog1 Afer sale service Warrant1

Question)B It is the -uestion to know about the customer complains about different brand. It is in the descending order. 1ustomer gave the rank as per there preference. #he result is shown in the form of bar diagram.

'A& WP %&D $AM "#

$$

RA(K 5 RA(K ) RA(K * RA(K ! RA(K 1

$(=0 2 4 ?

/7 4 3 2

10

15

@ A

22 5

? 23

2 2

4 2

4 4

6ere as per the inferences we came to know that 8hirlpool and 6aier are having most customers complain. /7 and !amsung are having the least customer complain. %ideocon is in the mean position. It is having mostly )2@ times out of 43+ ? rd position in the ranking. It is in the 2st position for 2 time, 4 nd position for ? times, ?rd position for 2@ times, @rh and Ath position for one time each.

$anks

2 @ ,,,F ,D

4 , ,@ ,A ,D ,F

? ,B -B ,,

@ -,A ,,@ ,@

A ,G -, ,,,@

'ean

!tan. "eviation

L/ S$msun4

%ideocon 8hirlpool 6aier

Question)C In this -uestion we are emphasizing on after sales service of different brands. 6ere dealers gave their rating about the after sale service of different brand.

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#he result is shown in the form of bar diagram in the given bellow. $(=0 2 4 ? @ A /7 2@ A 2 3 3 !('!U=7 %I"*<1<= 86I$/P<</ 6(I*$ 5 22 ? 3 3 3 4 2? A 3 3 2 ? 23 5 3 2 3 A 2@

'A& WP %&D $AM "# 0 5 10 15 RA(K 5 RA(K ) RA(K * RA(K ! RA(K 1

6ere /7 is the most proffered brand according to the after sales service by getting 2st position 2@ times, 4nd position A times and ?rd position only 2 time. 6aier is the least proffered brand by getting no 4 position for 2 time, no @ position for A times and no A position for ma&imum 2@ times .

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%ideocon is in the middle of the table by getting no 4 position for 4 times, no ? position for ma&imum 2? times and no @ position for A times. !o ranking is in this form i.e., /7, !amsung, %ideocon, 8hirlpool nd 6aier.

$anks

2 2@ 35 3 3 3

4 3A 22 34 32 32

? 32 3? 2? 3? 3

@ 3 3 3A 23 3A

A 3 3 3 35 2@

'ean

!tan. "eviation

L/ S$msun4 Vi'eo2on 5hir+poo+ :$ier

Question)G

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It is the -uestion to know about the average monthly unit sales of the different brand from different counter. "ifferent dealers gave here view about the sales of different brand from their counter.

1! 10 0 / ) ! 0

RA(K ) RA(K 1 "# %&D 'A&

RA(K 1 RA(K ! RA(K* RA(K ) RA(K 5

$(=0 2 4 ? @ A

/7 24 3? 33 34 3?

!('!U=7 %I"*<1<= 86I$/P<</ 6(I*$ 3@ 24 33 34 34 34 34 22 3? 34 34 34 3G 3G 34 33 32 34 35 22

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,rom the above data we can say that /7 is in no 2 position for 24 times , in no 4 position for ? times, in no ? position for 3 time , in no @ position for 4 times and in no A position for ? times. It is the most se++in4 #r$n' in the ,'1" sector. !amsung is in no 2 position for @ times, in no 4 position for 24 times and in no ? position for 3 times, in no @ position for 4 times and in no A position for 4 times. %ideocon is in no 2 position for 4 times, in no 4 position for 4 times, in no ? position for 22 times, in no @ position for ? times and in no Aposition for 4 times. 8hirlpool is in no 2 position for 4 times, in no 4 position for 4 times, in no ? position for G times, in no @ position for G times, and in no A position for 4 times. 6aier is in no 4 position for 2 time, in no ? position for 4 times, in no @ position for 5 times and in no A position for 22 times. It is the +e$st se++in4 #r$n' in the ,'1" sector.
$anks

2 -@ ,B ,@ ,@ ,

4 ,A -@ ,@ ,@ ,-

? , , -,D ,@

@ ,@ ,@ ,A ,D ,G

A ,A ,@ ,@ ,@ --

'ean

!tan. "eviation

L/ S$msun4 Vi'eo2on 5hir+poo+ :$ier

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Question)D #his is the -uestion regarding which brand provides ma&imum margin to the dealers. #he result of the survey is shown in the form of pie chart.

$(=" /7 !('!U=7 %I"*<1<= 86I$/P<</ 6(I*$

'(NI'U' '($7I= 32 35 23 2 4

"# $AM$3(# %&D-,4,( W'&R"P,," 'A&-R

,rom the above graph we came to know that %ideocon is giving ma&imum margin to the dealers by having ma&imum no of response that is 23 out of 43.

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!amsung is in the no 4 position by having 5 responses out of 43. <ther brands are having least responses these are 6aier is two, /7 and 8hirlpool are having one each. Question)E #his is the -uestion regarding which brand advertisementIsales promotional support to the dealers. #he result of the survey is shown in the form of pie chart. $(=" /7 !('!U=7 %I"*<1<= 86I$/P<</ 6(I*$ '(NI'U' '($7I= 2G 3? 33 33 33 provides ma&imum

"# $AM$3(# %&D-,4,( W'&R"P,," 'A&-R

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,rom the above graph we came to know that /7 is giving ma&imum margin to the dealers by having ma&imum no of response that is 2G out of 43. !amsung is in the no 4 position by having ? responses out of 43. <ther brands are having nil responses in his category.

Question)F #his is the -uestion regarding which brand provides ma&imum credit period to the dealers. #he result of the survey is shown in the form of pie chart. $(=" /7 !('!U=7 %I"*<1<= 86I$/P<</ 6(I*$ '(NI'U' '($7I= 34 3? 22 32 3@

"# $AM$3(# %&D-,4,( W'&R"P,," 'A&-R

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,rom the above graph we came to know that %ideocon is giving ma&imum credit period to the dealers by having ma&imum no of response that is 22 out of 43. 6aier is in the no 4 position by having @ responses out of 43. <ther brands are having least responses such as !amsung is ?, /7 is 4 and 8hirlpool is having one.

Question)-, #his is the -uestion regarding which brand provides ma&imum sales training in a year to the dealers. #he result of the survey is shown in the form of pie chart. $(=" /7 !('!U=7 %I"*<1<= 86I$/P<</ 6(I*$ '(NI'U' '($7I= 3G 23 32 34 33

"# $AM$3(# %&D-,4,( W'&R"P,," 'A&-R

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,rom the above graph we came to know that !amsung is giving ma&imum sales training in a year to the dealers by having ma&imum no of response that is 22 out of 43. /7 is in the no 4 position by having G responses out of 43. <ther brands are having least responses such as 8hirlpool is 4, %ideocon is 4 and 6aier is nil.

Question)-#his is the -uestion regarding which brand provides ma&imum stock turnover. #he result of the survey is shown in the form of bar diagram.

$(=" /7 !('!U=7 %I"*<1<= 86I$/P<</ 6(I*$

'(NI'U' '($7I= 2@ 3@ 32 32 33

%$

1/ 1) 1! 10 0 / ) ! 0
( # ( " W ' &R "P , %& D $A M ' A &R "# $3 , 4 , ,

$,4K 3R(,%-R

,rom the above graph we came to know that /7 is giving ma&imum !tock turnover in a year to the dealers by having ma&imum no of response that is 2@ out of 43.

!amsung is in the no 4 position by having @ responses out of 43. <ther brands are having least responses such as 8hirlpool is 2, %ideocon is 2 and 6aier is nil. Question)-@

#his is the -uestion regarding which brand provides ma&imum offersIincentives for dealers. #he result of the survey is shown in the form of bar diagram. $(=" /7 !('!U=7 %I"*<1<= 86I$/P<</ '(NI'U' '($7I= 3A 24 34 32

%%

6(I*$

33

1) 1! 10 0 / ) ! 0
(# , " ( -, "P , $3 ' A& -R "# 4,

MA6 ,55-R$7&(4-(&%-$

$A M

%& D

,rom the above graph we came to know that !amsung is providing ma&imum offersIincentives for dealers by having ma&imum no of response that is 24 out of 43. /7 is in the no 4 position by having A responses out of 43. <ther brands are having least responses such as 8hirlpool is 2, %ideocon is 4 and 6aier is nil.

Question) -A

#his is the -uestion for knowing the response of dealers to annals which is the most appropriate method to accelerate sale of a brand. #he -uestion has five options. #he result is shown in the form of a pie chart.

W '
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&R

-nh 4redi +eriod Add and sales +romo More margin More incenive7offers More sales raining

'ethods *nhancing credit period 'ore advertisement and sales promotional support 7iving more margin to retailer y giving more incentiveIoffers y giving more sales training

=o of response 33 2A 3? 34 32

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6ere most no of dealers gave the opinion that advertisement and sales promotion is the most appropriate method to enhance sales of a brand in the ,'1" sector b giving ma&imum no of response i.e., 2A out of 43. (fter that response was towards giving more margins to retailer i.e. ? out of 43. <ther points are having least responses such as y giving more incentiveIoffers is 4, y giving more sales training is 2 and *nhancing credit period is nil.

LO/O OF VIDEOCON()
#his is the new %ideocon /ogo. It dedicated to maintaining the highest international standards of e&cellence through -uality, technology and innovation.

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,or over a decade now, %ideocon has been bringing the latest and very good in consumer electronics and home appliances. !uccessfully adapting the best of international technology to suit Indian needs, and crafting it to improve the -uality of life. as millions of international customers will agree.

#he new symbol of %ideocon asserts itFs passion for global impact and the two 9*:sF on the either side represent the groupFs wide spectrum of interests ranging from 9electronics: to 9*nergy:. (long with the steely glint, this communicates the groupFs global ambition, itFs strength, sterling credentials and innovative drive . ( symbol that proclaim a paradigm shift .( sign represents the new force that is %ideocon. #hus recapitulating our principle of reaching out and touching millions of people worldwide.

Dis2ussion $n' Con2+usion() Dis2ussion()

,rom the Huestion.4 we came to a conclusion that all most all the customers are aware of the Product available in %ideocon brand so there is no need to make the people aware of the product rather we have to make

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them know what is the e&tra benefits they will get if they will 1hoose %ideocon Product. ,rom the !urvey we have done we conclude most of the customer always prefer /7 and !amsung as 2st and second choice or 4nd and 2st. In most cases %ideocon is the ?rd choice. In case of brand communication the rand /7 and !amsung are much ahead of %ideocon .#hey are using optimally all source through which brand communication is possible such as, #% advertisement ,$oad show 6oarding and newspaper etc , but in most cases %ideocon is using #% advertisement as the major medium of brand communication and neglecting the other sources. In case of -uality %ideocon is not far behind the rand like !amsung B /7 but why it is ranked ne&t to themO #he answer to this -uestion is it is unable to represent its product properly. In case of after sales service it has some problem as it is unable to provide ade-uate after sales service as per the customersF view. #aking into consideration the 1ustomerFs view and my personal e&perience which I gained during my project period, the major and serious problem for which brand %ideocon is not able to get rand loyalty and it has got overall ?rd position in the city is perhaps it is not concentrating more on brand communication which is very important or any brand to be occupy and survive in a good position. In some case from the pie chart and bar diagram we see that there is a huge deviation from the mean point it show the high fluctuation of customer mind.

1<=1/U!I<=:.
ut it can be can say that this report will be very much beneficial and worthy if further survey on this topic will be done.

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#hus taking into consideration all the views of both the customers and dealers it can be concluded that in spite of being the good brand from the -ualitative aspect it fails to get a major market share .in the city of hubaneswar. #he company fails to do brand communication properly. (nother reason for which it leg behind is it fails in the field of after sales service as per the view of the customer as well as the dealers. #hese two important factor play major role for which it unable to get loyal customer which is strength for the company, again it put importance only on television advertisement for product promotion and some e&tent to newspaper advt. but it overlooks other sources like road show, hoarding etc. which are very popular in other company like /7 , !amsung etc and successful also . #hus when it is compared with the brand like /7, !amsung, 8hirlpool and 6aier it takes ?rd place where /7 and !amsung take 2 st and 4nd place respectively

Limit$tions

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2. I can able to find out the brand *-uity of the brand E%ideoconF only within the city of hubaneswar as my scope was limited to this city only

4. ,or the time constraint it was not possible on my part to do brand tracking and brand auditing .!o, in order to calculate brand *-uity I have followed "avid (akeer model of rand *-uity.

?. 'y rand *-uity calculation is only limited to rand /oyalty, rand (wareness, Perceived Huality and rand (ssociation. It cannot included Proprietary assets like patents and trademarks

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BIBLIO/RA&:Y
REFERENCESH)

!engupta. !, rand Positioning %erma .6, rand 'anagement 0otlar .P, 'arketing 'anagement "ay .( 0, 'arketing $esearch 0eller .0. /, !trategic rand 'anagement

5EB SOURSES

888.%I"*<1<=8<$/".1<' 888.%I"*<1<=I="U!#$I*!.1<' 888.7<<7/*.1<'

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A&ENDICES() Customer 6uestionn$ire()

2.

"o you have any e&perience of using %ideocon brandO Jes PPPP =oPPPP among the following products which is available in %ideocon brand )a+$efrigerator )b+ #elevision )d+ 8ashing machine )c+ 'icro wave oven )e+ all

4.

?. #he punch line of %ideocon is>>>>>>>>. )a+ !ense and !implicity )d+ =othing but the #ruth @. 8hich is the most preferred brandO $ank them as per preference. /7 >>>. !amsung >>> 8hirlpool >>>. 6air >>>. %ideocon >>> A. #he source from which you came to know about %ideocon rand is>>>>>>>>> )a+ #% advertisement )d+ =ews paper 5. 8hen you think of %ideocon, #he product comes to your mind is>>. )a+ $efrigerator )d+ 'icro wave oven )b+ television )c+ 8ashing machine )b+ $oad show )c+ 6oardings )b+ =ew Improved life )c+ /ifeFs 7ood

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G. #he -uality of %ideocon product is>>>> )a+ Poor )b+ (verage )c+ 7ood )e+ *&cellent C. (fter sale service of %ideocon is >> )a+ Poor )e+ *&cellent D. )b+ (verage )c+ 7ood

)d+ !atisfactory

)d+ !atisfactory

rand communication )advertisement+ of %ideocon is>>>>>>.. )a+ Poor )e+ *&cellent )b+ (verage )c+ 7ood )d+ !atisfactory

23. %alue of money for %ideocon is >>>. )a+ Poor )e+ *&cellent )b+ (verage )c+ 7ood )d+ !atisfactory

22 #he sales of %ideocon can be accelerated through >.. )a+ Proper advertisement )c+Huality up gradation )b+ Price reduction )d+ *nhancing after sales service

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De$+ers Questionn$ire()
2. 8hich is the brand you familiar withO )a+/7 6aier )b+ !amsung )c+ 8hirlpool )d+ %ideocon )e+

4. $ank the brands according to customer preference. )a+/7 PPPPP PPPPP )b+ !amsung PPPP )e+ 6aier PPPPP )c+ 8hirlpool

)d+ %ideocon PPPPP

?. (ccording to you what is the reason behind this type of above ranking )a+Price )b+ Huality )c+ #echnology )d+ (fter sale service

)e+ 8arranty @. $ank the brands with respect to customers complain )"escending order+ )a+/7 PPPP )d+ %ideocon PPPP )b+ !amsung PPPP )e+ 6aierPPPP )c+ 8hirlpool PPPP

A. $ank the brand with respect to after sales service. )a+/7 PPPP PPPP )b+ !amsung PPPP )c+ 8hirlpool

&&

)d+ %ideocon PPPP

)e+ 6aier PPPP

5. (verage monthly unit sales of the brands from your counter. )a+/7 PPPPPPPPPP PPPP )b+ !amsung PPPPPPPPP )c+ 8hirlpool )d+ %ideoconPPPPPPPPP )e+ 6aierPPPPPPPPPPPP

G. 'a&imum margin available in which brand. )a+/7 )e+ 6aier )b+ !amsung )c+ 8hirlpool )d+ %ideocon

C. 8hich brand offers ma&imum advertisementIsales promotional supportO )a+/7 )e+ 6aier D. Jou are having ma&imum credit period in which brandO )a+/7 )e+ 6aier 23. Jou are having ma&imum sales training in a year from which brandO )a+/7 )e+ 6aier 22. 8hich brand has ma&imum stock turnoverO )a+/7 )e+ 6aier 24. 8hich brand has ma&imum offersIincentives for dealersO )b+ !amsung )c+ 8hirlpool )d+ %ideocon )b+ !amsung )c+ 8hirlpool )d+ %ideocon )b+ !amsung )c+ 8hirlpool )d+ %ideocon )b+ !amsung )c+ 8hirlpool )d+ %ideocon

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)a+/7 6aier

)b+ !amsung

)c+ 8hirlpool

)d+ %ideocon

)e+

2?. 8hich is the most appropriate method to accelerate saleO )a+ *nhancing credit period )b+ 'ore advertisement and sales Promotional support )c+ 7iving more margin to retailer )e+ by giving more sales training

)d+ y giving more incentiveIoffers

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