Market percentage of videocon air conditioners

A Research project report on
“MARKET

SURVEY OF VDEOCON A.C.”

Submitted for the fulfillment for the award of Master of Business Administration (MBA) degree from Uttar Pradesh Technical University (UPTU), Lucknow. Submitted By: VISHAL JAIN

MBA IV Semester Roll No-0802970406
Under the guidance of

Mr.MRINAL VERMA
Year 2009-10

Krishna Institute of Engineering and Technology (Department of Management Studies) 13 KM Stone, Ghaziabad - Meerut Road, Ghaziabad – 201206 (U.P.)

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Market percentage of videocon air conditioners

To whom it may concern

This is to certify that Mr. Vishal Jain, Roll no.0802970406, is the student of MBA final semester and has successfully completed his project on “MARKET SURVEY OF VDEOCON A.C.”

Date.

HOD

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Market percentage of videocon air conditioners

To whom it may concern

This is to certify that Mr.Vishal Jain, Roll no.0802970406, is the student of MBA IV semester. He has worked on the research project titled “MARKET SURVEY OF VDEOCON A.C.” under my supervision and guidance. This is an original and authenticated work done by him.

Date.

Mr.Mrinal Verma (Guide)

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I further declare that it has not been submitted else where by any other person in any of the university for the award of any degree or diploma.Market percentage of videocon air conditioners Declaration I Vishal Jain. Roll no. student of MBA IVth Semester of KIET School of management. Ghaziabad hereby declare that the research project report on “MARKET SURVEY OF VDEOCON A.C. is an original and authenticated work done by me. Date Vishal Jain 4 .”.0802970406.

Mrinal Verma (Faculty Mentor) and I am indebted to him for his earnest out of the way he helps.K. I am thankful to all my friends and colleagues for all the support they provided.Chaturvedi (HOD-MBA).who have given their support in the project work.The major source of books for me was the library of Krisna Institute of Engeenering and Technology and websites of Videocon. My social gratitude is to Mr. Vishal Jain 5 .R. He had been a constant source of encouragement and re-assurance throughout my stint with my project. I received great inputs and inspiration at various stages of the project from my guide.I would like to take this opportunity to express my gratitude to all the people who in some way or the other helped me to accomplish this challenging project in Market Survey of Videocon AC.Market percentage of videocon air conditioners Acknowledgement Research project is an integral part of the MBA program in KIET(Department of Management Studies). . I am thankful to all the members of Videocon Ltd. Last but not the least. Mr.

But in the age of electronic era air conditioners are still very much effective. are very much effective medium for get rid of from heat of summer season. 6 . A.C.Market percentage of videocon air conditioners PREFACE In the present age only sales is not important for any organization. if you are capable to give that particular thing in your product than sales will be definite. VIDEOCON ELCETRONICS is one of the India’s biggest electronic gadgets manufacturer and 1st Indian Multinational Company. Now people choose different kind of product and if you want to know that what people want you have to go through common people. Now people want something different.

Market percentage of videocon air conditioners Contents Executive Summary Chapter I     Introduction Company Profile Air conditioners Products 08-09 09-10 11-29 30-33 34-47 Chapter II  Research Methodology  Data Analysis & Results  Objective of Research Chapter III  Findings  SWOT Analysis  Limitations of the study Appendix  Conclusion  Bibliography  Questionnaire 69-70 71 72-74. 62-65 66-67 68 48-51 52-60 61 7 .

In today’s cutthroat competition no customer is permanent unless he/she is highly satisfied with the product & brand. The air conditioner industry is growing very fast as the demand for Videocon air conditioners has increased this year because of its unique pricing strategy. It manufactures air conditioners. refrigerators. TV’s.The project is the systematic collection of data from various dealers in Delhi.Market percentage of videocon air conditioners EXECUTIVE SUMMARY Training has always played an essential role in imparting a working knowledge. microwaves.) where I got to know about the marketing strategies of VIDEOCON and other competitors in the market like DAIKAIN. In this project I did comparative study of all the major players dealing in air conditioners . the entire data is analyzed on 8 . I would like to give my sincere thanks to Mr.G. and HITACHI. and music system. If the consumer is satisfied he will purchase other products of the same company. L.C. ASHUTOSH MISHRA for my training in CORPORATE SALES (A. washing machines. VIDEOCON is a one of the leading marketing shareholder in the consumer durable industry.

C. Project has been of vital importance as it made me to know about the various markets and the price strategies being followed in the competitive market.C.C . The methodology consist of in-depth study of primary data comprising interaction with the managers and other officials while secondary data comprising of the various data collected after visiting sites of Videocon India.).The project also include various charts which gives a clear cut figures. What all are the major consideration while buying a Videocon A.Market percentage of videocon air conditioners various basis like consumer preference for the Videocon products. It revealed many aspects as to how important is Advertising is to organization and lack of awareness among the customers restricted them from availing the various facilities of the product. 9 . This project also include a part of marketing being done by me for the CORPORATE SALES (A. Demonstrating the various aspects of the market preference for the Videocon A.

Market percentage of videocon air conditioners CHAPTER .I 10 .

In this scheme we meet to purchase manger of a company and told about corporate sales scheme in that we provide A. They also give more the shelf space to those products as the shelf space is directly correlated with the kind of margins received & schemes given to the multi brand dealers i.G. The main objective behind the project is to know about the consumer preference for the product when other competitors like L. one may conclude that maximum promotional leverage is given to the brand giving maximum margins & offering the best schemes.C. 11 . more the margin more the space. and to get an insight into the price strategy of the company as well as the post launch status of the company and to find the various reasons because of which the company is able to survive the edge cutting competition and what are the other marketing strategy of the company. DAIKAIN are there in the market. HITACHI. at lower price because of this scheme attract manager to purchase it. A survey has been done and data has been collected from various companies all over GURAGON and some part of DELHI thus a report has been prepared.e. Hence.Market percentage of videocon air conditioners INTRODUCTION The project has been undertaken in a wellknown Indian MNC company “VIDEOCON”. The dealers give promotional leverage to some brand of air conditioners.

For over a decade now. Videocon continue innovate new international technology to suit Indian as well as international needs. and green the India`s flag color . The new symbol of Videocon that is in three color orange. technology and innovation. and crafting it to improve the quality of life as millions of satisfied customers will agree. while. Now it is the first Indian home appliances company. INDIA TODAY. Worldwide. THE WORLD TOMORROW 12 . A symbol that proclaims a paradigm shift. It new symbol show dedication of company to maintaining the highest international standards of excellence through quality. Videocon has been bringing the latest and very best in Consumer Electronics and Home Appliances. A sign that represents the new force that is Videocon.Market percentage of videocon air conditioners VIDEOCON IN INDIA Videocon is the fastest growing home appliances company of India. Thus recapitulating our principle of reaching out and touching the lives millions of people.. Videocon start its new mission with new Videocon symbol.

trusted by over 50 million people to improve their quality of life. setting up the Gangapur Sakhar Karkhana (Sugar Mill) in 1955. thereby unleashing an industrial revolution. Over the years. India. The die was cast. Nandlalji initiated his three sons . India. Pune. Through a technical tie-up with Toshiba Corporation of Japan. the founder of the Videocon group. at a time when the village had no electricity. Videocon is a household name across the nation . In early 80s. completed his education in Ahmednagar. Nandlal A Madhavlal successful Dhoot.Market percentage of videocon air conditioners A MAN OF ALL SEASONS: A Man of ideas. A Shri Maharashtra.Venugopal. he launched India's first world-class Colour Television. sugarcane and cotton grower. 13 . Rajkumar and Pradeep into the business. man of vision. and in A man of substance.India's No. Nandlalji's pioneering spirit found expression in a myriad ways.1 brand of Consumer Electronics and Home Appliances. he boldly ventured forth and imported machinery from Europe. earning him the well-deserved reputation of the doyen of industrial activity in Marathwada.

aimed at identifying forward-looking opportunities and responding intelligently to the dynamics of change. SUSTAINING GROWTH We will be a source of pride to our business associates by ensuring mutual prosperity and growth through the implementation of corporate strategies. create products and services that will improve the quality of life. ACHIEVING PROGRESS We will pursue innovative technologies in the fields of Electronics and Energy. realise the goals of the world community and protect the environment. far and wide. entertainment and comfort. 14 . spreading the culture of convenience. by being a responsible corporate citizen.Market percentage of videocon air conditioners The Videocon Group is committed to create a better quality of life for people and furthering the interests of society. offering high quality consumer durables at affordable prices. CREATING HAPPINESS We will bring happiness into every home.

Where bushes of cotton bud bloom.1 Consumer Electronics and Home Appliances take shape.Market percentage of videocon air conditioners 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 emerged as India's leading brand of both Colour and Black & White Televisions and continues to dominate this highly competitive market. India. Where tourists flock to the world-famous caves of Ajanta and Ellora. 15 . where the Dhoot family launched Videocon International Limited in 1984. Within a decade. with the avowed purpose of producing world-class Colour Television through a technical tie-up with Toshiba Corporation of Japan. to take millions of Indians into a better. This is Marathwada. Where fields of sugarcane grow tall and proud. Where India's NO. brighter future.

India. Harnessing the advanced technology. is a multi-faceted group. work together in close unison to produce India's leading branch of consumer electronic products and home appliances. relentlessly pursuing quality to achieve various international standards of Quality Control. The leader forges ahead. with 9 state -of-the-art manufacturing facilities all over India. both backward areas. with due support from the Government of Maharashtra. PROFILES OF LEADERSHIP Futuristic Neuro Fuzzy Logic Washing Machines. near Aurangabad. Videocon today.Market percentage of videocon air conditioners The leader innovates. India. 16 . backed by 6500 technical and support staff. Breaking through.NoFrost Refrigerators. The most sophisticated Colour Television and DVDs. High-Tech Air-conditioners. trained in Japan. with innovative products for a better life. User-friendly . THE VIDEOCON COMPLEX AT AURANGABAD Videocon's production facilities are located at Chitegaon and Bhalgaon . time and again. The leader breaks new ground. Highly qualified engineers. the very latest music systems. Fast forwarding into the modern era.

Videocon International Limited launched India's first world class Colour Television. is India's leading manufacturer of Consumer Electronic products. at Chitegaon. at Chitegaon The state -of-the-art Washing Machine plant of Videocon Appliances Ltd. Videocon International Ltd.Market percentage of videocon air conditioners Videocon's modern VCD plant at Bhalgaon products produces VCRs for the Indian and International markets The sophisticated Refrigerator plant of Videocon Appliances Ltd. through a technical tie-up with Toshiba Corporation of Japan. right across the spectrum. Videocon International's Colour TV plant at Chitegaon. constantly upgrading its manufacturing facilities to incorporate advanced technology and high standards of quality into its product range. 17 . TECHNOLOGY WITH A HEART Committed to giving the consumer the best the world has to offer. Videocon has kept pace with the changing face of technology... In 1985.. Coupled with quality-consciousness at every stage. Videocon has developed near zero wastage technology which helps reduce manufacturing costs by optimising material inputs. the consumer benefits enormously by getting premium products at affordable prices. Today. the flagship company of the Videocon Group. Fired by a passion for innovation.

as well as the conteporary international range of VIDEOCON Digital Hi Fi Systems. by exploring the world's most advanced technologies. Larger Screen Sizes. the Company has also undertaken complete backward integration to manufacture all critical and important components of its products.Market percentage of videocon air conditioners The company currently manufactures Colour TVs. Turbo Sound. Videocon has notched up many exciting firsts. FIRST WITH THE BEST Continuous up gradation and indigenous manufacturing has been and continues to be an integral part of the company's philosophy. At its modern plant at Chitegaon and Aurangabad. ATDMs and Deflection Yokes. Bazooka technology and the Freedom series : affordable high quality range of Colour TVs for the price-conscious consumer. the Full Flat Square Tube. Perceived as an innovator in its field. Stereo Radio. 18 . Surround Sound. Recorders and Personal Stereos. FBTs. In Color TVs. ensuring quality control and becoming vertically integrated. such as Electronic Tuners. THE SOUND OF EXCELLENCE Videocon produces a sophisticated range of Home Audio Systems. It has set up a unit at Gandhinagar in Gujarat for manufacturing Black & White TV picture Tubes. Videocon was the first Indian Company to introduce Picture-In-Picture. thereby reducing costs. Black & White TVs and Audio products.

. The projects in 1990. world leader in Glass Shell Technology. the largest investment (Rs. (GNFC) for the implementation of this 100% import substitution project. the late Shri Rajiv Gandhi. in technical collaboration with Techneglas Inc. The plant. It is the first Indian company to win the prestigious CE approval for exporting its Colour TV to Europe. 450 crores) in electronic component industry in the country. 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 Colour Television Picture Tubes. USA). laid the foundation stone for the project. Ltd.. with the objective of backward integration. when the then Prime Minister of India. Indonesia and South Africa.25 million glass 19 . with an installed annual capacity of 1. joined hands with Gujarat Narmada Valley Fertilizers Co. Videocon is now a global player.7 million Glass Shells for Colour Picture Tubes and 0. acknowledged by the world. Europe. The Videocon Group. USA (formerly known as OI-NEG TV Products Inc.Market percentage of videocon air conditioners GLOBAL AMBITION Looking beyond India. Videocon is now entering world market with its operations in the Middle East.

A PICTURE PERFECT FUTURE Till 1994.. THE HEIGHTS OF SUCCESS 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 . 19V and 13V CTV glass parts. VNG has now surpased the norms of performance guranteed by the collaborator.200 crores of precious foreign exchange every year.The facilities include a state-of-the-art Tool Room and Mould Shop to manufacture and maintain its mould requirements. 20 . VNG has now developed the 20V 2R the latest models. Videocon Appliances Ltd. thereby saving almost Rs. is located at Village Chavai. Techneglas Inc. Having initially successfully established its 20V. Promoted by the Videocon Group. was incorporated in 1988. Gujarat.Market percentage of videocon air conditioners Bulbs for Black & white Picture Tubes and Monochrome Monitor Tubes. Indian manufacturers of CTV Picture Tubes were importing Glass Shells. District Bharuch. USA. VNG's production has replaced these imports.with efficiencies exceeding international standards. and is operating the plant with 150% capacity utilisation .

India.. Fuzzy Control Washing Machines and India's first Neuro Fuzzy Logic Washing Machine. it is the second largest among Matsushita's licensees. 21 . Aurangabad. Videocon produces India's widest range of washing machines. washing machine plant in India with ISO 9002 certification. thereby liberating the Indian housewife from the daily back-breaking. CLEANING UP THE MARKET The Videocon range includes washers. THE WASHING MACHINE REVOLUTION The company's first priority was to launch an international quality washing machine. in collaboration with Matsushita Electric Industrial Co. Videocon introduced India's first Twin Tub Washing Machine. at its state-ofthe-art plant at Chitegaon. Ltd. Videocon has continued with its mission of bringing the benefits of innovative technology to millions of homes. Today. time-consuming drudgery of washing clothes by hand.Market percentage of videocon air conditioners Making the Group's diversification into the Home Appliances. Videocon quickly become the market leader. The only fully integrated worldwide. Semi-automatic and fully Automatic Washing Machines. Japan.

Videocon Appliances makes various components such as Moulds. Compressors. Ltd. Videocon has also significantly upgraded the conventional refrigerator by introducing features such as clean back. 22 . Videocon pioneered India's first No-Frost Refrigerators. Entering the market in 1992 with breakthrough technology. double-door.. Refrigerator Fan Motors.FROST TECHNOLOGY Focusing its attention on an industry that underwent a technological stalemate for over a decade. and automatic defrosting. Washing Machine Motors. manufactured under a design and drawing agreement with Matsushita Electric Industrial Co. build quality and reduce manufacturing costs. A BREATH OF FRESH AIR Videocon offers the widest range of Room Air-conditioners in India. Videocon turned it around. produced in technical (design and drawing) collaboration with Matsushita Refrigeration Co. Cooling coils and Mechanism Cases. 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. Japan. The refrigerator plant has modern manufacturing facilities including Paint Shop and PUF Machines.Market percentage of videocon air conditioners FIRST WITH NO .

Videocon VCR Limited has a buy-back arrangement with Toshiba Corporation. The products manufactured at this plant have earned the prestigious BS & CE approvals for export to Europe. Videocon has recently launched a centre drive Video Cassette Recorder with prodrum. has a production capacity of 3. The Company's hi-tech. Videocon VCR Limited. In fact.00.000 units per annum. This stand alone Dish Washer can handle the toughest cleaning jobs in the Kichten. incorporated in 1989. and a Video Cassette player with line recording facility. Maharashtra. was promoted by the Videocon Group with equity participation by Toshiba and Mitsubishi. Always at the cutting edge 23 .Market percentage of videocon air conditioners DISH WASHER Videocon has just launched Dish Washer model VA 1200 which has specially designed for cleaning of utensils & dishes. and it re-exports its VCR's VCPs to Toshiba for their global marketing. Japan. located at Bhalgaon in Aurangabad. incorporating the latest in video technology like menu driven controls for easy operation. It manufactures Video Cassette Recorders and Video Cassette Player. Japan. modern manufacturing plant.

Western Paques Ltd. giving loans and advances. on time. 24 . acted as Lead Manager to two public issues and Co-Manager for a rights issue. Videocon VCR Limited is the undisputed market leader today. Jain Irrigation Systems Ltd. the Company has received all lease rentals hire purchase installments...M. merchant banking and investment activities. Ltd. South Sea Distilleries Ltd. Jog Construction Ltd. It is a SEBI Registered Category I Merchant Banker and has underwritten over twenty-seven issues. AN ENVIABLE TRACK RECORD Some of the Company's customers include Indian Hume Pipe Co. Incorporated in 1986. Ashima Fabrics and 20th Century Finance Corporation Ltd.. By Carefully assessing the credit requirements of potential customers before sanctioning any assistance.Market percentage of videocon air conditioners of technology. prompt receipts of outstanding and lease rentals.... achieving a 100% recovery rate. Videocon Leasing And Industrial Finance Ltd. Toshniwal Agrochem Ltd. etc. The company is engaged in lease and hire purchase financing. V. The Company is also a member of the OTC Exchange of India. was taken over and renamed by the Videocon Group in 1991. bill discounting..

Leading India into the future. In the high technology area of oil field development. Videocon Leasing And Industrial Finance Ltd. Construction and Housing. providing every opportunity for growth and advancement. is poised to seize these opportunities and forge ahead into new areas of business. in an Unincorporated Joint 25 . With its strong operational base.Market percentage of videocon air conditioners TAKING ON THE CHALLENGE The financial sector in India is undergoing a metamorphosis. With Confidence. Black & White TVs. Videocon has the distinction of being the first Group in the Private Sector to have been awarded a Production Contract. Washing Machines as well as No-Frost Refrigerators.. VCRs and VCPs. Power. It clearly reaffirmed its leadership in Colour TVs. With determination. Then Videocon began to reach out to the core. With a commitment to excellence. To industries at the heart of a nation: Petroleum. Videocon lays great emphasis on the training and development of its work force. Liberalisation and wide-ranging economic reforms have generated immense opportunities for established financial companies in the private sector. rooted in the pioneering vision of a pathbreaker. 1995 was a landmark year for Videocon. including training stints overseas.

26 . as per PSC has been achieved in December 1996 and maintained since then. capitalized at U.Market percentage of videocon air conditioners Venture with Command Petroleum Limited. mostly as at shallower levels. Phase I of the RAVVA Development Plan. Ten Exploration Wells have also been drilled in the RAVVA concession area and some of these have gone to establish additional hydrocarbon reserves. to develop and further explore RAVVA Oil and Gas Field in the Bay of Bengal. approximately 3 billion cubic meters of Gas (19.S. $20 million. India. off the coast of Andhra Pradesh. Videocon Petroleum Limited. These are being assessed in greater detail and will be taken up for development in the Second Phase. the initial reserves have now been reassessed at an increased level of 223 MMBBLs recoverable oil reserves (251 MMBOE of oil and gas). has a 25% participating interest in the RAVVA Field.000 BOPD and 0.000 BOPD. envisaging production plateau rate of 35. either as Satellite Fields or new discoveries. Marubeni Corporation of Japan and Oil & Natural Gas Corporation Limited.7 MM3 of gas per day. As many as 13 additional information obtained during development drilling.5 MMBOE). and sufficient to raise the Production Rate to 50. of Australia (presently its successor is Cairn Energy of (UK). more than double that was originally envisaged.

000 cubic meters of Gas per day. both at International Price.Market percentage of videocon air conditioners Onshore Gas and Oil processing facilities. Videocon Power Limited is a new company promoted by Videocon Group for implementation of 2 X 525 MW Power Project in Tamil Nadu. north Of Madras.S. $400 million. tanker loading facilities. Joint Venture has crossed the 25 million-barrel cumulative production mark in July 1998.000 barrels of Oil and 70. Oil has being sold to HPCL as Nominee of Government for refining in the Vizag Refinery and Gas is sold to GAIL. at an estimated cost of Rs.S. Oil export lines. along the Bay of Bengal. water injection and gas lift facilities have a capacity to handle over 50.500 Crores. The Videocon Group has been entrusted by the TamilNadu Electricity Board with the implementation of Stage -II of the North Madras Thermal Power Project. MGR District. Expenditure incurred is more than U. India. Stage II of this Coal based Project will be located at Ennore and Puludivakkam villages in Ponneri Taluka in Chegnai. The site is located on the seashore. Just to the north of 27 . $300 million and gross revenue in excess of U. about 20 Km. 4.

C.P. Utkal Block `B-1' of Talcher Coalfield has been allocated to Videocon Power Ltd. adjacent to the plant site. The project is proposed to be completed and commissioned by the year 2000..A.. Environment Clearance. which is expected to be functional by year 1999. Videocon has promoted a new company to mine and beneficiate the coal. The coal will be brought by the rail-cum-ship route to Ennore Satellite Port. Government of India. 28 .O. The project has received almost all clearances. such as. and the entire power generated will be sold to the Tamil Nadu Electricity Board. with an annual handling capacity of 16 million tons of coal. Incorporated in October 1995. The coal Mining Company which will be managed by one of the well known international Coal Mining Companies will also be executing the Fuel supply Agreements with VPL.E. Holzmann Videocon Engineers Ltd.A. (HVE) is a joint venture in which Philipp Holzmann AG Germany and Videocon are equal partners. Techno-Economic Clearance by C. N. from Pollution Control Board. For the Cool requirements of the proposed project. etc. The P. as a captive coal mining block. Civil Aviation Clearance.Market percentage of videocon air conditioners the site is the proposed new coal handling satellite port at Ennore. by Ministry of Coal. is finalised between the Parties and awaits formal approvals of the TNEB and Government of Tamil Nadu..

dams. bridges. HVE has been short listed as a contractor for the prestigious Delhi Mass Rapid Transit System. 29 .O. specializing in the area of harbour construction. railroads.T.) basis. It has a strong presence in more than 70 countries around the world. airports and industrial plants. with more than 150 years of experience. HVE's objectives are to participate in major infrastructure and industrial projects.O.S. Half of Frankfurt has been built by the company. It is involved in the construction of public building as well as residential and commercial complexes in Mumbai.Market percentage of videocon air conditioners Philipp Holzmann AG in one of the world's largest construction companies. multi-storeyed buildings. It carries out and manages construction projects in the civil engineering sector. HVE's head office is located at Delhi and its regional office is in Mumbai. $10 billion. New Delhi. Its annual turnover is more than U. either as a contractor or on a Build Own Operate Transfer (B. roads. including the U.S. The company is also bidding for hydro and thermal power project.A. Pune and Goa.

Videocon Air Conditioners can generate more negative oxy-ions. The positively charged atoms in the pollutants are neutralized by negative ions released by the oxyioniser.Market percentage of videocon air conditioners AIR CONDITIONERS As India's largest exporter of Air Conditioners. ensuring an improved quality of air in your homes and offices. The oxy-ion generator produces negative oxy-ions to remove air-borne pollutants such as smoke and dust particles. Videocon was the first to offer Rotary Air Conditioners and Air Conditioners with oxy-ions. 30 . Videocon presents a state-of-the-art range of Air Conditioners equipped with a unique Ion Recharger. Videocon is the first Indian company to set up an advanced manufacturing facility in Muscat and Italy to supply state-of-the-art Air Conditioners to global brands. approx 10 lac ions/cc. more than even the best nature can provide. Thereby. The company has many technological first to its credit. Videocon has always been at the forefront of technological innovation. to keep you recharged and refreshed.

Videocon is the first Indian company to set up an advanced manufacturing facility in Muscat and Italy to supply state-of-the-art Air Conditioners to global brands. Videocon Air Conditioners can generate more negative oxy-ions. 31 .Market percentage of videocon air conditioners As India's largest exporter of Air Conditioners. Videocon was the first to offer Rotary Air Conditioners and Air Conditioners with oxy-ions. Videocon presents a state-of-the-art range of Air Conditioners equipped with a unique Ion Recharger. ensuring an improved quality of air in your homes and offices. The oxy-ion generator produces negative oxy-ions to remove air-borne pollutants such as smoke and dust particles. The positively charged atoms in the pollutants are neutralized by negative ions released by the oxyioniser. Thereby. The company has many technological first to its credit. more than even the best nature can provide. to keep you recharged and refreshed. approx 10 lac ions/cc. Videocon has always been at the forefront of technological innovation.

Designed to help air-borne pollution and improve the quality of air in our homes and offices. 1 Home Appliance and Consumer Electronic Company. And negative ions are nature's way of getting rid of them. Since polluting chemicals are positively charged atoms. which reduce pollution and other impurities. Every but of smoke. recharging the air. refreshed energized and recharged. Videocon Air-Conditioner With Oxy-Ioniser From India's No. any source that generates negatively charged atoms can neutralize them. An oxy-ioniser replenishes negative ions. Thereby. comes the new range of air conditioners equipped with ion recharger. 32 . These state-of-the-art machines have advanced oxy-ion generators that produce negative oxy-ions to help cut down air pollution and help you feel relaxed. dust and pollution which has been released into our fragile ionosphere remains suspended.Market percentage of videocon air conditioners The air we breathe is not what it used to be.

of rows (evaporator/ condenser) Cooling capacity Compressor Type Temperature Control Moisture Removal Air Circulation (High) Weight (NET/GOSS) Dimensions 2/2 9200 BTU/hr / 2430 Kcal/hr Rotary Thermister 1.6 ltr/hr 360 m3/hr / 212 ft3/min 35 Kg 345mm x 500mm x 490mm 33 .Market percentage of videocon air conditioners PRODUCTS Videocon Window AC MODEL No: VAW 1022             0.8 TR 20 Micron anti bacterial filter Multi-directional flow Fan speed (turbo / quiet) Sleep mode function Real time clock (in LCD remote) 24 hrs ON/OFF Timer Full function remote Soft touch digital panel Resin coating for sheet metal (internal & external) 6 yrs warranty on compressor 3 mins times delay Anti-corrosive blue fins for heat exchanger (condenser) Anti-freeze thermostat 1 yr warranty on air conditioners    Technical Specification: Model No: VAW 1022 No.

Market percentage of videocon air conditioners

MODEL No: VAW 1222

           

   

Full function remote Soft touch digital panel Anti-freeze thermostat Anti-corrosive blue fins for heat exchanger (condenser)

1.0 TR 20 Micron anti bacterial filter Multi-directional flow Fan speed (turbo / quiet) Sleep mode function Real time clock (in LCD remote) 24 hrs. On/Off Timer Anti-freeze thermostat 6 yrs warranty on compressor 1 yr warranty on air conditioners 3 mins times delay Resin coating for sheet metal (internal & external)

Technical Specification: Model No: VAW 1222

No. of rows (evaporator/condenser) Cooling Capacity Compressor Type Temperature Control Moisture Removal Air Circulation (High) Weight (NET/GOSS) Dimensions

2/2 12300 BTU/hr / 3075 Kcal/hr Rotary Thermister 2 ltr/hr 500 m3/hr / 295 ft3/min 42 kg 325mm x 560mm x 610mm

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Market percentage of videocon air conditioners

MODEL No: VAW 1822

           

Full function remote Soft touch digital panel Auto swing Anti-freeze thermostat Resin coating for sheet metal (internal & external)

     

1.6 TR 20 Micron anti bacterial filter Ventillation Multi-directional flow Fan speed (turbo / quiet) Sleep mode function Real time clock (in LCD remote) 24 hrs ON/OFF Timer Anti-corrosive blue fins for heat exchanger (condenser) Anti-freeze thermostat 6 yrs warranty on compressor 1 yr warranty on air conditioners 3 mins times delay

Technical Specification: Model No: VAW 1822

No. of rows (evaporator/condenser) Cooling Capacity Compressor Type Temperature Control Moisture Removal Air Circulation (High) Net Weight Dimensions

2/2 18700 BTU/hr / 4675 Kcal/hr Rotary Thermister 2.9 ltr/hr 760 m3/hr / 490 ft3/min 63 Kg 428mm x 660mm x 640mm

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Market percentage of videocon air conditioners

MODEL No: VAW 1823

           

Full function remote Soft touch digital panel Auto swing Anti-freeze thermostat Resin coating for sheet metal (internal & external)

    

1.6 TR 20 Micron anti bacterial filter Ventilation Multi-directional flow Fan speed (turbo / quiet) Sleep Mode Function Real time clock (in LCD remote) 24 hrs. On/Off Timer Anti-freeze thermostat 6 yrs warranty on compressor 1 yr warranty on air conditioners 3 Min Time Delay

Technical Specification: Model No: VAW 1823

No. of rows (evaporator/condenser) Cooling Capacity Compressor Type Temperature Control Moisture Removal Air Circulation (High) Weight (NET/GOSS) Dimensions

2/3 18700 BTU/hr / 4675 Kcal/hr Rotary Thermostat 2.9 ltr/hr 760 m3/hr / 490 ft3/min 64 kg 428mm x 660mm x 640mm

36

Market percentage of videocon air conditioners Model No: VAW 1833i              24 hrs ON/OFF Timer Full function remote Soft touch digital panel Auto swing Anti-freeze thermostat Resin coating for sheet metal (internal & external)      1.6 TR Ion recharger 20 Micron anti bacterial filter Ventilation Multi-directional flow Fan speed (turbo / quiet) Sleep mode function Real time clock (in LCD remote) Anti-corrosive blue fins for heat exchanger (condenser & evaporator) 6 yrs warranty on compressor 1 yr warranty on air conditioners 3 mins times delay Technical Specification: Model No: VAW 1833 i No. of rows (evaporator/condenser) Cooling Capacity Compressor Type Temperature Control Moisture Removal Air Circulation (High) Weight (NET/GOSS) Dimensions 3/3 18700 BTU/hr / 4675 Kcal/hr Rotary Thermister 2.9 ltr/hr 760 m3/hr / 490 ft3/min 66 kg 428mm x 660mm x 640mm 37 .

Market percentage of videocon air conditioners Model No: VAW 2434            Full function remote Soft touch digital panel Auto swing Resin coating for sheet metal (internal & external)      2. of rows (evaporator/condenser) Cooling Capacity Compressor Type Temperature Control Moisture Removal Air Circulation (High) Weight (NET/GOSS) Dimensions ¾ 25200 BTU/hr / 6300 Kcal/hr Rotary Thermister 4 ltr/hr 860 m3/hr / 540 ft3/min 80 kg 428mm x 660mm x 720mm 38 .1 TR 20 Micron anti bacterial filter Ventilation Multi-directional flow Fan speed (turbo / quiet) Sleep Mode Function Real time clock (in LCD remote) 24 hrs. On/Off Timer Anti-freeze thermostat 6 yrs warranty on compressor 1 yr warranty on air conditioners 3 Min Time Delay Technical Specification: Model No: VAW 2434 No.

8 TR 20 Micron anti bacterial filter Multi-directional flow 3 Fan speed Sleep mode function 24 hrs ON/OFF Timer Auto restart LCD remote 6 yrs warranty on compressor 1 yr warranty on air conditioners 3 mins times delay Anti-freeze thermostat Auto swing Silent operation Resin coating for sheet metal (internal & external) Singer Up Mechanism Anti-corrosive blue fins for heat exchanger (condenser)     Technical Specification: Model No: VAS T102 Cooling Capacity Compressor type Temperature Control Moisture Removal Air Circulation (High) DBA Net weight (indoor) Net weight (outdoor) Dimensions(indoor) (mm) Dimensions (outdoor) (mm) 9000 BTU/hr / 2250 Kcal/hr Rotary Thermister 1.7 ltr/hr 500 m3/hr / 300 ft3/min 29 8 kg 24 kg 260mm x 785mm x 195mm 500mm x 600mm x 232 mm 39 .Market percentage of videocon air conditioners Videocon Split AC MODEL NO: VAS T102              0.

Market percentage of videocon air conditioners             1.0 TR 20 Micron anti bacterial filter Multi-directional flow 3 Fan speed Sleep mode function 24 hrs ON/OFF Timer Auto restart LCD remote Anti-freeze thermostat 6 yrs warranty on compressor 1 yr warranty on air conditioners 3 mins times delay Auto swing Silent operation Resin coating for sheet metal (internal & external) Anti-corrosive blue fins for heat exchanger (condenser)     Technical Specification: Model No: VAS T122 Cooling Capacity Compressor Type Temperature control Moisture removal Air circulation (high) DBA Net weight (outdoor) Net weight (outdoor) Dimensions (indoor) Dimensions (outdoor) 12000 BTU/hr / 3000 Kcal/hr Rotary Thermister 2 ltr/hr 500 m3/hr / 300 ft3/min 32 8 kg 31 kg 260mm x 785mm x 195mm 552mm x 700mm x 256mm 40 .

Market percentage of videocon air conditioners Model No: VAS T182            1.6 TR 20 Micron anti bacterial filter Multi-directional flow 3 Fan speed Sleep mode function 24 hrs ON/OFF Timer Auto restart Anti-freeze thermostat 6 yrs warranty on compressor 1 yr warranty on air conditioners 3 mins times delay LCD remote Auto swing Silent operation Resin coating for sheet metal (internal & external) Anti-corrosive blue fins for heat exchanger (condenser)      Technical Specification: Model No: VAS T182 Cooling Capacity Compressor type Temperature control Moisture removal Air circulation (high) DBA Net weight (indoor) Net weight (outdoor) Dimensions(indoor) (mm) Dimensions(outdoor)(mm) 19300 BTU/hr / 4825 Kcal/hr Rotary Thermister 2.9 ltr/hr 780 m3/hr / 460 ft3/min 36 14 kg 42 kg 310 (h) x 1020 (w) x 195 (d) 550 (h) x 760 (w) x 260 (d) 41 .

1 TR  20 Micron anti bacterial filter  Multi-directional flow  3 Fan speed  Sleep mode function  24 hrs ON/OFF Timer  Auto restart  LCD remote       Anti-corrosive blue fins for heat exchanger (condenser) Anti-freeze thermostat 6 yrs warranty on compressor 1 yr warranty on air conditioners 3 mins times delay    Auto swing Silent operation Resin coating for sheet metal (internal & external) Technical Specification: Model No: VAS T242 Cooling Capacity Compressor Type Temperature control Moisture removal Air circulation (high) DBA Net weight (indoor) Net weight (outdoor) Dimensions (indoor) Dimensions (outdoor) 25200 BTU/hr / 6300 Kcal/hr Rotary Thermister 4 ltr/hr 880 m3/hr / 520 ft3/min 40 14 kg 55 kg 310mm x 1020mm x 210mm 650mm x 865mm x 310mm 42 .Market percentage of videocon air conditioners Model No: VAS T242 2.

6 TR Ion recharger 20 Micron anti bacterial filter Multi-directional flow 2 Fan speed 24 hrs ON/OFF Timer Auto restart LCD remote Auto Swing 6 yrs warranty on compressor 1 yr warranty on air conditioners 3 mins times delay Self diagnosis function Technical Specification: Model No: VA 2400 SPT Cooling Capacity Compressor Type Temperature control Moisture removal Air circulation (high) DBA Net weight (indoor) Net weight (outdoor) Dimensions (indoor) Dimensions (outdoor) 25200 BTU/hr / 6300 Kcal/hr Rotary Thermister 4 ltr/hr 1020 m3/hr / 600 ft3/min 46 50 kg 86 kg 1900mm x 600mm x 270mm 600mm x 835mm x 315mm 43 .Market percentage of videocon air conditioners Videocon Tower AC Model No: VA 2400 SPT                  Silent operation Resin coating for sheet metal (internal & external) Anti-corrosive blue fins for heat exchanger (condenser) Anti-freeze thermostat 1.

Market percentage of videocon air conditioners Model No: RC 30 SPT                  Silent operation Resin coating for sheet metal (internal & external) Anti-corrosive blue fins for heat exchanger (condenser) Anti-freeze thermostat 2.1 TR Ion recharger 20 Micron anti bacterial filter Multi-directional flow 2 Fan speed 24 hrs ON/OFF Timer Auto restart LCD remote Auto swing 6 yrs warranty on compressor 1 yr warranty on air conditioners 3 mins times delay Self diagnosis function Technical Specification: Model No: RC 30 SPT Cooling Capacity Compressor type Temperature control Moisture removal Air circulation (high) DBA Net weight (indoor) Net weight (outdoor) Dimensions (indoor) Dimensions (outdoor) 36000 BTU/hr / 9000 Kcal/hr Reciprocating Thermister 7 ltr/hr 1860 m3/hr / 1100 ft3/min 50 55 kg 110 kg 1900mm x 600mm x 350mm 600mm x 835mm x 450mm 44 .

0 TR Ion recharger 20 Micron anti bacterial filter Multi-directional flow 2 Fan speed Real time clock 24 hrs ON/OFF Timer Auto restart Anti-freeze thermostat 5 yrs warranty on compressor 1 yr warranty on air conditioners 3 mins times delay Self diagnosis function Technical Specification: Model No: RC 30 SPCA Cooling Capacity Compressor type Temperature Control Moisture Removal Air Circulation (High) DBA Net weight (indoor) Net weight (outdoor) Dimensions (indoor) Dimensions (outdoor) 36000 BTU/hr / 9000 Kcal/hr Reciprocating Thermister 7 ltr/hr 1400 m3/hr / 825 ft3/min 45 40 kg 110 kg 295mm x 870mm x 870mm 650mm x 1175mm x 450mm 45 .Market percentage of videocon air conditioners Videocon Cassette AC Model No: RC 30 SPCA                   LCD remote Auto swing Silent operation Resin coating for sheet metal (internal & external) Anti-corrosive blue fins for heat exchanger (condenser) 3.

Market percentage of videocon air conditioners Model No: VA 2400 SPCA                 Silent operation  Resin coating for sheet metal (internal & external)  Anti-corrosive blue fins for heat exchanger (condenser) 2.1 TR Ion recharger 20 Micron anti bacterial filter Multi-directional flow 2 Fan speed Real time clock 24 hrs ON/OFF Timer Auto restart Anti-freeze thermostat 6 yrs warranty on compressor 1 yr warranty on air conditioners 3 mins times delay Self diagnosis function LCD remote Auto swing Technical Specification: Model No: VA 2400 SPCA Cooling Capacity Compressor type Temperature Control Moisture Removal Air Circulation (High) DBA Net weight (indoor) Net weight (outdoor) Dimensions (indoor) Dimensions (outdoor) 25200 BTU/hr / 6300 Kcal/hr Rotary Thermister 4 ltr/hr 1100 m3/hr / 650 ft3/min 43 32 kg 86 kg 295mm x 870mm x 870mm 600mm x 835mm x 315mm 46 .

II 47 .Market percentage of videocon air conditioners CHAPTER .

while secondary data has been collected from the sites of Videoconworld.com. Primary data has been collected by interviewing customers and purchase managers.Market percentage of videocon air conditioners RESEARCH METHODOLOGY A survey has been done and data is collected from various company`s purchase manager all over Guragon and some part of Delhi. Sampling plan for survey Sampling units Sampling size Sampling area Purchase manager and customer 5 companies and 200 customer Gurgaon 48 .

Market percentage of videocon air conditioners Questionnaire Methodology The questionnaire has to be self administered in order to know the exact views & some other suggestions of the purchase manager and customers the questionnaire were administered in the form of a small interview. Data analysis procedure The data has being analyzed using excel wherein various factors have been determined & their frequencies have been measured. Brands 49 . The advantages of the questionnaire method is its versatility. almost every problem of making research can be approached from the questionnaire standpoint. Some of the factors to determine are as following. Every marketing problem involves people & its solution can be obtained by asking these people about the problem.

C. good. excellent. Awareness level The awareness level regarding the different types of air conditioners is judged according to the people purchasing it. after sales services & services provided quality etc. Positioning level The positioning of air conditioners is judged by the total number of customers asking for the brand name & are willing to pay for the same. This is also termed as the pull factor. Purchase manager and customer network Various attributes were rated & then ranked by the purchase manager and customer involved in purchase of the product namely. 50 .Market percentage of videocon air conditioners The various brands selling in the market from the dealer’s point of view the predominant brands in terms of sales. satisfactory & poor and what changes they want to improve Videocon A.

40 35 30 25 20 15 10 5 0 36 Videocon 22 21 13 8 Daikain Carrier Hitachi LG Vi de oc on The market survey showed that the sales volume of Videocon is the highest followed by Daikain.Market percentage of videocon air conditioners DATA ANALYSIS AND RESULT MARKET PERCENTAGE OF CASSETTE AND TOWER A.C. D ai ka C ar rie r H ita ch i LG in 51 . Carrier. Hitachi. LG and other AC companies.

C ar r D ier ai ka i Vo n lta H s ita Sa c h m i su B l ng ue St ar Vi de oc LG on 52 .Market percentage of videocon air conditioners QUALITY OF AIR CONDITIONERS 25 20 16 15 10 5 0 10 14 22 18 13 7 15 Videocon LG Carrier Daikain Voltas Hitachi Samsung Blue Star Daikain serves as the top leader in providing best quality to its customers. followed by Hitachi and then Videocon.

OF CUSTOMERS 213 200 150 100 50 0 YES NO CUSTOMER RESPONSE 79 According to the market survey conducted 300 company`s manager and customers considered price as a major determinant while buying Videocon air conditioners. because Videocon started new scheme “Corporate Sales”.Market percentage of videocon air conditioners CUSTOMER CONSIDERATION OF PRICE CUSTOMER CONSIDERATION OF PRICE 250 NO. 53 .

& 17% says that is satisfactory and remaining 13% says poor.Market percentage of videocon air conditioners POSITIONING OF VIDEOCON AIR CONDITIONER IN THE MARKET POSITIONING VIDEOCON AIR CONDITIONERS 50% 40% 30% 20% 10% 0% 41% 29% 17% 13% Excellent Good Satisfactory Poor t oo d Ex ce lle n y Amongst the dealers surveyed 41 % agreed that the positioning of Videocon air conditioner in the market is excellent whereas 33% feels that it is good . Sa t isf ac to r G Po o r 54 .

Market percentage of videocon air conditioners MAINTAINENCE OF GOOD PUBLIC RELATION MAINTAINENCE OF GOOD PUBLIC RELATION PERCENTAGE OF DEALERS 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% YES NO DEALER'S RESPONSE 77% YES NO 23% According to the market survey conducted. 55 . About 77% of the correspondent say that Samsung maintains a good public relation with its dealers whereas 23% does not have the same response.

LG and then ogeneral. Blue Star. Daikain.Market percentage of videocon air conditioners INSTALLATION AND OPERATION INSTALLATION AND OPERATION 25% 20% 15% 10% 5% 0% oc o D n ai ka in Vo lta s ca r Bl rier ue St a hi r ta ch i og LG en er al 23% 19% 14% 9% 10% 6% 6% 13% Videocon Daikain Voltas carrier Blue Star hitachi LG ogeneral According to the market survey conducted. Carrier. Hitachi leads the market in providing services in terms of installation & operation followed by Videocon. Vi de 56 . Voltas.

personal selling and direct marketing se m Pe en rs t on al Se D llin ire g ct M ar ke Sa tin le g s Pr om ot io n Ad ve rti 57 .Market percentage of videocon air conditioners ADOPTION OF VARIOUS PROMOTIONAL TOOLS ADOPTION OF VARIOUS PROMOTIONAL TOOL 60% 50% 40% 30% 20% 10% 0% 51% 27% 14% 8% Advertisement Personal Selling Direct Marketing Sales Promotion Advertisement is regarded as one of the major promotional tools with a share of 51% followed by sales promotion.

dealers. 58 . Customer surveyed 79% said that Samsung maintained a sufficient network whereas while 21% provided negative response.Market percentage of videocon air conditioners MAINTAINENCE OF SUFFICIENT NETWORK MAINTAINENCE OF SUFFIENT NETWORK 100% 80% 60% 40% 20% 0% YES NO NO 79% YES 21% Amongst the Managers.

 To judge the position of VIDEOCON AC’S in the Indian market.  To know the cost incurred by companies in AD Campaigns.  To know which company is providing better postsale service with low maintenance cost.Market percentage of videocon air conditioners RESEARCH OBJECTIVE The Objective is To compare the superiority of VIDEOCON with other competiting Companies in the AC’S segment. 59 .  To compare the sales volume of AC’S of different companies.

Market percentage of videocon air conditioners CHAPTER-III 60 .

In this respect brands like Daikain. Carrier have better rating in the market.Market percentage of videocon air conditioners FINDINGS The major findings of the research includes 1. 3.e. 4. As a result it caters to a large market share in the air conditioner market.The quality rating of VIDEOCON is not high. 2. In this respect VIDEOCON have a better standing in the market as compared to other brands. This implies that VIDEOCON maintains a good public relation with its dealers and in turn receives a good promotional leverage from its dealers.The dealer network of VIDEOCON is very strong.Brand positioning of VIDEOCON air conditioner is good i. the position in the minds of the consumer is quite appreciable. 61 .The brand awareness of VIDEOCON air conditioners is very high.

Positioning of VIDEOCON A.dealers of Guragon and some part of Delhi were interviewed it was found that 41% rates 62 . whereas 21% says that it does not effect their purchase decision. Best quality Daikain is providing the best quality air conditioners with a total share of 39% as compared to VIDEOCON with the share of 36%. Consideration of price while buying Samsung A. the Managers .C.C in the market According to the survey conducted.Market percentage of videocon air conditioners Individual findings for questionnaire are: - Percentage of market share VIDEOCON serves as the market leader with highest sales volume & contributed to the affordable price of VIDEOCON air conditioners. About 79% of the respondent claimed that customers do consider the price of VIDEOCON air conditioners while buying.

Adoption of various promotional tools The most popular promotional tool is Advertising with total share of almost 51% followed by sales promotion with a share of 27%. Further personal selling and direct marketing being at 14% and 8% respectively Maintenance of sufficient network 63 .Market percentage of videocon air conditioners the positioning of VIDEOCON A. Maintenance of good public relations with Customer The survey conducted in Guragon shows that 77% of the dealers say that VIDEOCON is maintaining good public relations with its customers.C as excellent. where as only 23% of customers say that it is not maintaining good public relations. 29% claimed it as good. Daikain. where as 17% say that it is satisfactory 13% say it is poor. Carrier and then Blue Star. Provision of services in terms of installation and operation Hitachi once again as serves out to be best in providing services in terms of installation and operation followed by Videocon.

Market percentage of videocon air conditioners The percentage of respondent who claim that VIDEOCON maintains a good & sufficient network with its customers is about 79% and only 21% feels that VIDEOCON does not maintain a sufficient network. 64 .

A swot analysis of its marketing function is as follows:  Strengths Premium pricing Focus on technology & quality In-house manufacturing facility Product design 65 .Market percentage of videocon air conditioners SWOT ANALYSIS Swot (strength. It is no doubt about the fact that Videocon is considered to be “huge marketing success ”. opportunity & threat) analysis of Videocon air conditioners. weakness.

 Threats Highly competitive market. 66 .Market percentage of videocon air conditioners  Weakness Low quality as compared to other brands Little presence in “A” class area  Opportunity Large market potential Wide production portfolio Consumer willingness to change brand. a stiff competition from domestic and other multinational companies. therefore.

Market percentage of videocon air conditioners APPENDIX 67 .

The survey sample is only from a small geographical area. which form only a part of the entire market. 2. 1. 3. There may be bias introduced in a few interviews. While all attempts have been made to keep the survey free of the bias. 68 . Managers in Guragon & Delhi. This may result in the sample not being true representation of the entire market for air conditioners.Market percentage of videocon air conditioners LIMITATIONS The study had the following limitation mainly in the survey work that was done. and also consider people who have AC. The survey was limited to few Managers.

which will create brand loyalty in their minds. 69 . The company can always announce various incentives & schemes during the commercials. Brand Positioning Through Advertisement An advertisement in electronic medium is one of the popular medium. The companies have always been looking forward to as it reaches its wider audience & can create a stronger brand appeal. Also it can feature its one of its distinguishing service that makes it a foot ahead of its competitors for example Voltas has used “any time service” advertisements to make a strong brand image in the minds of the consumers. free passes for a film premiere or free installation services from the company on first come first served basis. which is not only affordable but also provides good quality air conditioners to its customers.Market percentage of videocon air conditioners CONCLUSION 1. 2. Improvement in quality The company should try to position itself as a brand. For example.

Provision of schemes & offers The company is well placed amongst its competitors as the survey results showed that it is best & most preferred air conditioner. Also the company should make provisions regarding various financial schemes available to its customers. 70 of these dealers about various Videocon . Increase Customer`s margins & offer better schemes to these Customer to receive good promotional leverage. special off season discounts etc. The company should conduct separate workshops for the sales representatives products. 2. So the company should try to maintain and enhance this position by giving more value to the customers and offering special replacement schemes.Market percentage of videocon air conditioners Using a brand ambassador is another good idea to promote the brand name of air conditioner Managers For Manager of the company can resort to one of the following ways to increase the sales: 1.

indiatimes.com  www.videoconworld.com 71 .com  www.google. (2005).indiainfoline.R. Pearson Education (Singapore) Web Sites visited:  www. C.com  www. Volume 66  Kothari. Wishwa Publication  Kotler.Market percentage of videocon air conditioners BIBLIOGRAPHY Books Consulted : “Journal of Marketing” April 2004. Philip “Marketing Management” (2006). “Research Methodology”.

COMPANY NAME & ADDRESS Q1. Videocon Industries (a/c division) as a part of its ongoing Endeavour to constantly update and upgrade itself in line with the users valuable inputs & feedback.Market percentage of videocon air conditioners Questionnaire Hello Sir/Madam. please rate the following feature which affects your purchase ? Brand Noise Level Cost Looks Cooling Efficiency After Sales Service 72 . On the scale of 1 to 5. Which A/C do you prefer to buy for your office/home ? VIDEOCON LG DAIKAIN CARRIER Q2. would like to know your response towards the new changed Videocon as. Which according to you is most interesting feature in your preferred A/C ? Q4. which model do you prefer to buy & why ? Window Split Cassette Tower Q3.

Market percentage of videocon air conditioners Q6. Please rate the following brands on a scale of 1 to 5 ? VIDEOCON Brand image Product quality Service Backup Value for money Q7. Which improvement would you suggest So as to make Videocon your 1st preferred A/C ? 73 . Have you ever purchase/used Videocon A/C ? LG DAIKAIN CARRIER YES NO Q8. Have you noticed any recent changes in Videocon A/C ? Q9. Do you like these changes ? Q10.

Market percentage of videocon air conditioners Q11. Any other suggestion/Complaint/Comment on your previous Videocon purchase ? Contact Persons Name : Designation : Phone : ` Email : 74 .

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