A PROJECT REPORT ON THE STUDY OF A.C.

MARKET OF JAIPUR CITY ANALYSIS OF CUSTOMERS SATISFACTION REGARDING VARIOUS BRANDS IN

VIDEOCON INTERNATIONAL LTD

SUBMITTED BY

EXECUTIVE SUMMARY

Today companies work in a war zone of rapidly changing competitors, technological advances, new laws, trade policies and diminishing customer loyalty. Therefore, today¶s winning companies are those who succeed best in satisfying their target customers. They are marketfocused and customer-driven, rather than solely product focused or cost driven. For that, it is very essential to know the latest trends in the market (concerning demand, market share, etc.) and customer satisfaction regarding various aspects so that the finance people can raise the needed cash for investment and operation; by the R & D department to make required up gradings in the product; by the manufacturing department to establish capacity and output levels; by purchase department to acquire right amount of supplies; and by personnel department to hire the needed number of workers.

The main focus of this report was to define Videocon Company¶s position in the market and level of customers satisfaction regarding aspects. This was done by analysing company¶s market share and total market demand of window and split airconditioners and conducting interviews with the A.C. users.

OBJECTIVES Major Objective:

To study the Air Conditioners (A.C.) market of Jaipur City and to analyze Customer¶s satisfaction regarding various aspects.

Sub-objectives:

1.

To compare Videocon¶s existing market vis-a-vis competition. (Air-conditioners)

2. To identify the Videocon¶s Customer Satisfaction Level regarding various aspects vis-a-vis competition. (Air-conditioners). 3. To assess effectiveness of existing brands for the products category i.e.

y y y y y y y y

Advertisement Inputs Availability Of Product Pricing Pattern Schemes And Margins Quality Of Products Service Backup Product Range Credit Terms

Uttaranchal. Jaipur. It is entrusted with the task of carrying out the marketing and related functions including service of all the three companies. . The number of branches exceeds 50 at present with a presence in all principal towns and cities in different states. Videocon International Ltd. A. Video-Cassette Recorder/Player and Audio System. VAL. Supplies are augmented by additional Original Equipment Manufacturing units located in Ahmednagar. Mixer.C. Noida. Consumer Electronics includes Colour Television. has experienced phenomenal growth in sales as well as enhancement to its product and models. glass shells and finance sector. electronic components. appliances. Jammu Kashmir and other third party OEM units all over the country. (VIL) The principal manufacturing facility of VIL.C. Ceiling Fan and Water Purifier. Videocon¶s main product lines are classified into: y y y Consumer Electronics (CE) Consumer Appliances (CA) A. Refrigerators. VVL is located in Aurangabad.INTRODUCTION Videocon Group is a diversified group of companies having a great deal of interest in the consumer electronics. Calcutta. Consumer Appliances includes Washing Machine. A central marketing outfit for Consumer Appliances is based in Bombay known as Corporate Marketing. Division It includes small appliances classified as Utilities. Mohali. (VIL) y Videocon Industries Ltd. This has necessitated increase of distribution network comprising sales offices. and Utilities such as Air Cooler. Gandhinagar. Bangalore. The list of existing branches is given in EXHIBIT I Marketing has added significantly to the growth of Videocon. Bhopal. Major group companies dealing in consumer electronics and home appliances are: y Videocon International Ltd. sales depot and dealers/distributors throughout the country. The marketing system has evolved over the years considering the growth requirements and individual experiences of marketing personnel. Black & White Television. Division includes only Airconditioners being a vast product line.

List & Categorization of Branches CAT'A Mumbai New Delhi Chennai Calcutta CAT'B Hyderaba d Bangalor e Cochin Jaipur Pune Ahmedab ad Indore Lucknow Vijayawa da Gaziabad CAT'C Ambala Vadodara Coimbator e Surat Guwahati Nagpur Rajkot Nasik CAT'D Ahmedna gar Aurangab ad Hubli Ranchi Kolhapur Agra Asansol Jodhpur Kanpur Siliguri Varanasi Jammu Manglore Sholapur CAT'E Cuttack Gawalior Jabalpur Parwanoo Raipur Vishakhap attnam Male Pondicher ry .

y Refrigerators manufactured in technical design and drawing collaboration with Matsushita Refrigeration Co. manned by skilled and dedicated employees.. Improving the quality of life The growing world of Videocon. y Washing Machine in technical collaboration with Matsushita Electric Industrial Co.OBJECTIVES:  LEADERSHIP THROUGH TECHNOLOGY: Videocon is exploring the most advanced technologies to give the world¶s finest Consumer Electronics and Home Appliances. Japan. VCR and VCP through its tie-up with Toshiba. Videocon is the leader in the Consumer Electronics and Home Appliances with 19 state-of-art manufacturing facilities all over India. Japan... y Audio Systems from Sunsui. Japan manufacturer of the µNational¶ Refrigerator. y Air-conditioners manufactured under a design and drawing agreement with Matsushita Electric Industrial Co. . Japan. Japan. a world led by technology and a philosophy aimed at bringing home the benefits of modern ethnological innovations to more and more people. Bringing the world to India Videocon produces a wide range of quality products through its tie-ups with world leaders: y Colour TV. Videocon: A household name Today.

full flat square tube and with the mighty Bazooka Woofer. to a 6-door No-Frost Refrigerator. From the 32 inches Window Dramatic Wider Colour Television to stunning extension of the Bazooka range from Multi Split Fuzzy Logic Air Conditioners to coastal coolers. Taking the lead y Colour T.: First to introduce Colour Television with PIP. y Air Conditioner: First with the Rotary Compressor and with Neuro Fuzzy Logic has the widest range of room air-conditioners in India. LEADERSHIP THROUGH INNOVATION: Videocon is breaking new ground to offer every Indian what the world has to offer. y y Refrigerators: First to offer µNo Frost¶ technology in refrigerators and also the largest range of µNo Frost¶ Refrigerators. y Audio System: First with an Integrated Home Audio System. In the pioneering tradition From the start. . with surround sound. right across in entire spectrum of world class Consumer Electronics and Home Appliances. Washing Machine: First to launch International quality Washing Machine in India with Neuro Fuzzy Logic. The new frontier Videocon is poised to take giant leap into the 21st century with daring new forays across every product category. Videocon is always first with the best and is always ahead of the rest. Videocon has blazed a new trail.V. From Dish-Washers to Microwave Oven.

The world of Videocon quality Right from the start. thereby reducing manufacturing cost. Reliability. Affordable quality without compromise Keeping consumer in mind. Videocon has developed near zero wastage technology. Apart for making the product for Toshiba and Sansui for their global markets. incorporating advanced technology and high standards of quality into its range of Consumer Electronics & Home Appliances. Europe. Videocon has constantly upgraded its manufacturing facilities. earning the highly prestigious CE mark for exporting its Colour Televisions to Europe. Videocon is also setting up the manufacturing and marketing facilities in the Middle East. . LEADERSHIP THROUGH QUALITY: Videocon is the first Indian Company on par with the world¶s finest Electric Companies. Going global Today. quality products with the assurance of trouble-free performance. manpower and time. Over the year. Videocon has believed in keeping pace with technology and adhering to a single-minded commitment to quality. Videocon¶s pursuit of excellence has been rewarded with a significant breakthrough: it has recently been awarded the CE mark for export of its Colour TV to Europe. Videocon¶s quality achievement has enabled it to look beyond India. Indonesia and South Africa. having won CE approval for exporting its Colour TV to Europe. minimizing wastage of material. year after year.

. LEADERSHIP THROUGH PERFORMANCE: Videocon is harnessing its manufacturing and marketing skills to turn in a consistently outstanding performance over the past 18 years.

700 crores in 1997-98. which is projected to be doubled next year. The VIL (H.THE PRODUCT MIX: Home Appliance Division: The division was incorporated in 1988. Division) differs wide product range in all the three categories: - . Refrigerators and Air-conditioners.A. which includes Washing Machines. The division had a turnover of RS.

3 6 4.5 7.5 3 6 6.2 7.5 8 5 Capacity(Kg) .5 4.8 6 5.Washing Machines Models X-Lent Brand Washing Machines Model No: 80X-FA Model No: 60X-FT Fully Automatic Washing Machines Konzerv 5200 Konzerv 5500 Konzerv 5800 Konzerv 6000 Konzerv 6200 Konzerv 7500 Konzerv 7500 DX Semi Automatic Washing Machines SA 73 SA 69 SA 63 SA 53 SA 50 SA 43 SA 40 Multie 6800 Maxie 6800E Combie 6800 7 6.8 6.2 5.8 6 6.5 5.

0 tr 1.DC Frost Free Refrigerators (a)D452 MFE (b)D231 DX (c)D312 DX (d)D275 DX (e)D2 80 (f)D280 DX Direct Cool Refrigerators (a)S 091 DX (b)S 091 (c)S 180 (d)S 180 DX (e)S 180 SS DX (f)S 180 WD DX (g)S 201 WDX (h)S 220 (I)S 220 HT (j)S 220 DX (j) S 220 SS DX (k)S 220 WD DX 261 WDX (l)S (m)S 332 WDX (n)S 332 LX/S332 80 80 180 180 180 180 200 215 215 215 215 215 240 320 320 Capacity (ltrs) 625 290 50 Window A.no Capacity (tons) (a) VAW 1022 (b) VAW 1222 (c) VAW 1822 (d )VAW 1823 (e) VAW 1833 I (f) VAW 2434 0.Refrigerators Model s X-Lent Brand Refrigerators (a) 625X .FF (C)55X .1 tr .8 tr 1.FF (b)315X .6 tr 1.C.6 tr 2.6 tr 1. 450 210 290 250 250 250 Model.

Model no: Capacity(ton s) 1.8 tr (b) VAS T122 1.1 tr 3. CAPACITY(tons) (a) VAS T102 0.C.Tower A.0 tr MODEL NO.1 tr . Cassette A.1 tr SPLIT A.6 tr 2.6 tr (d) VAS T242 2.C Model no: Capacity (a) VA 2400 SPT (b) RC 30 SPT (a) VA 2400 SPCA (b) RC 30 SPCA 2.C.0 tr (c) VAS T182 1.

New Delhi and Calcutta. A state comprises several branches/areas. The marketing set-up is geared to meet the requirement of four zones-West. The branch/area is further having territories. based in the state capital. which comprise the smallest geographical unit for sales. A zone comprises of few contiguous states with the sales control office located in the metropolitan cities of Mumbai. COMPOSITION OF ZONE AND REGION STATE UNDER THE ZONE ZONAL OFFICE Andhra Pradesh Chenn ai Karnataka Tamil Nadu Kerala Delhi Rajasthan Greater Punjab Mumba i Nagpur Pune Lucknow Gaziabad Kolkatt a ZONE South North Delhi West Mumba i Kolkatt a UP/MP & East Exhibit II . A state has the controlling sales office for the state. The principal office is known as Branch. located in the principal urban centers of each state. South and East.MARKETING ORGANIZATION: Geographical Set-up: The marketing of Videocon products is controlled by corporate marketing at Mumbai. The current zone and region composition is given in Exhibit-II. North. at the first level. while the smaller branches under the main branch is known as the Area Office. Chennai.

Marketing Organisation Structure: It is designed on the basis of product groups-Consumer Electronics and Consumer Appliances. The function at Corporate Marketing in Mumbai predominantly involves Marketing and Sales Monitoring while the Zonal and other offices down the line are involved predominantly in sales. Direct dealers and AWDs are appointed for various product groups wherever felt necessary. The organizational structure for corporate marketing is given in Exhibit-III. The division head looks after the sales and marketing function for their respective products. b) Division Head: A division head (DH) looks after consumer electronics and appliances separately reporting directly to the head of corporate marketing. y Dealers having their own service set-up with Equipments. y Direct institutional sales. a) Head-Corporate Marketing : He is the head for the entire marketing and sales function (M&S) and is responsible for the overall profitability for corporate marketing. c) Product sub-division : . The marketing function involves implementation of strategies and action plans.The Distribution Set-up: Sales is carried out through four parallel distribution channels consisting of: y Retailers having Showroom in the Market. y Authorized Wholesale Distributors (AWDs) and Sub-dealers for up country. The functional profile of the major groups relating to marketing and related function at Corporate Marketing is presented here. The AWDs in turn have sub-dealers.

Audio Products and Video Products. The Service Management Head for CA and CE report directly to their concerned division heads. . c) Product Management : The head for PSD for consumer appliances and electronics have individual heads for each product assisting them in the sales and logistic aspects of the product management function. They also interact with the concerned Advertising Management Heads for Consumer Appliances and Electronics in this regard. This is for CE-Colour TV. Black & White TV. f) Service Management : This function for CA and CE is looked after by separate head. He is supported by individual heads for Division Marketing Accounts (DMA) separately for CA and CE.The division heads for consumer appliances and electronics will be assisted by a product sub-division (PSD) head separately for each of the products for the two groups. Advertising Accounts (AA) is a separate function under direct supervision of the head corporate marketing. The heads of DMA have indirect reporting responsibility to the concerned PSA heads for the CA and CE. They directly interact with the concerned division heads and coordinate with the concerned PSD heads for advertising related aspects. e) Marketing Accounts : This function is the overall responsibility of the Head Marketing Accounts and Audit (MAA). The product subdivision looks after the marketing aspects involving product management functions. It counterparts at various Zones report indirectly to their service management heads at corporate marketing. The outdoor media and the advertising rate database and the technical and financial verification of accounting bills payment is made by AA. d) Advertising Management : The CA & CE have separate heads for executing the advertising management (AM) function. The Operational Audit is looked after as separate function directly under the head MAA.

c) HRD and Personnel & Administration (P&A) : The HRD and P&A functions looked after by separate heads as corporate marketing. Both of these functions are looked after together at zonal level. d) EDP and MIS: The centralized EDP and MIS function at corporate marketing is placed directly under Head Corporate Marketing. documentation and their maintenance. The department assist other function and offices for their EDP and MIS function terms of computerization. .

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the Accounts and Division Heads. The service function at Zone is looked after by a separate Service Zonal Head (ZSH) for CE and CA reporting directly to the concerned Zonal Heads and indirectly to their Service Management Heads at Corporate Marketing. Sales and Service. some states can be a combination of more than one state after considering the sales potential in the regions and the promotional efforts required. The eligible and competent services head of the two is designated as service head for all administrative and statutory aspects. The sales account functions reporting directly to the designated Zonal Heads and indirectly to the Division Marketing Account at Corporate Marketing separately for CE and CA. by a committee consisting of Zonal Head for CE and CA. The Services Head reports sake of convenience and optimization of efforts. The State Head is supported by State Services Heads (SSH) for CE and CA separately. b) State : The geographical sales region for each State is headed by separate State Head (SH) for sales management function for CE and CA. The Zonal setup has separate setup for service for CE and CA and are reporting directly to the concerned Zonal Heads. The setup at State is similar to that of Zone. the eligible and competent heads among the zonal heads is designated as the zonal heads for the administrative aspects by the Head Corporate Marketing in discussion with PSD Heads and Division Heads. The Sales Account function for CA and CE is looked after together by a separate head for State Sales Account (SSA) reporting directly to the SSH and indirectly to the Zonal Accounts. The Zonal Heads (ZH) incharge of them report directly to the concerned division heads. The SSH reports directly to their concerned Service Heads and indirectly to their Zonal Service Heads. States and Branches.SALES ORGANISATION: The sales aspects in predominantly looked after by zone. The detailed functions are presented here: a) Zone : Zones have separate heads looking after the related to CE and CA groups of products. . The organization structure of the zone is given in the Exhibit-IV.

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a single branch head looks after some of branches for both CE and CA.a) Branch : Branch is specified to a state. The Branch Sales Account (BA) reports directly to the State Accounts and indirectly to the designated Branch Head. The eligible and competent branch head is designated as the branch head for carrying out the statutory and administrative functions. The designated branch head represents Videocon International Ltd. Service and Accounts and Zonal Heads-CE and CA. On all statutory matters at branch. These are headed by a Store In-Charge (SIC) reporting directly to Branch Accounts and indirectly to the designated Branch Heads. The organizational structure for the branch setup by corporate marketing is given in Exhibit-V. The SE/SO looks after the sales of particular product(s) within the assigned territory. The sales function at branches is carried out separately for CE and CA groups by separate Branch Heads (BH) appointed for the purpose. The Branch Service Heads (BSH) incharge of CE and CA reports directly to the designated Branch Heads and indirectly to the State Service Head. For sake of convenience and optimization. . The Branch Head reports directly to State Head for all sales related matters. Sales Executive (SE) and Sales Officer assist the BH (SO) for each product group/product depending upon the sales potential in a branch. by a committee consisting of State Heads for CE and CA. The branches have stores and stop points directly under their control to facilitate distribution of products sole.

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Compressor. The A. cooling and condenser coil) are attached with copper tubes. The whole system (compressor. In Cooling Coil. Filtration. dehumidified and redelivered back in the room. The Outdoor Open Cycle ± A. dehumidification within a confined space. works on the following cycles of air: The Rooms Side Close Cycle ± A.`s fan on Condenser Coil side sucks the fresh air from outside atmosphere and delivers it back in the atmosphere after taking the heat from the Condenser Coil. Air Freshness.INTRODUCTION: Air conditioning is a process of simultaneous control of air for: y y y Temperature Control. consists of the following important components: y y y y y Cooling coil. the room gradually becomes cold. . cold refrigerant circulates whereas.C. and Electrical Components. Condenser Coil. Fan Motor. This recycling process is going on till A. machine is in ON position.`s blower on Cooling Coil side sucks the hot from the room. in Condenser Coil.C.C. hot refrigerant circulates.C. The Refrigerant Cycle or GasThe closed cycle in which Compressor compresses the refrigerant gas through its piston inside its sealed body/dom and delivers it to the Condenser Coil then to the Cooling Coil and back. The A.C. Then it cooled. During the process.

It has the advantage of using single motor for both condenser and cooling coil side. the leader in Consumer electronics and Home Appliances. cheaper and faster. It is economical inspite of Window/Split AC it is useful where the whole area is to be chilled simultaneously. outside for easy delivery of hot air. In Central Air-conditioning.0 ton to 30 ton). Cooling unit is installed at any part of room/basement. versatile and cheapest air-conditioning system. is a multi-faceted groups with a dynamic presence spread across the length and breadth of India manufacturing wide range if quality products. Split AC: It is the most versatile and little bit costlier than Window AC. Videocon A.C..TYPES OF AIRCONDITIONERS (AC): Window AC: It is a most compact. Videocon. Thought the capital cost is higher but the running cost is very economical.`s with Rotary Compressors are manufactured under D & D supply agreement with Matsushita Electric Company. It is a machinery assembled in one piece due to which installation at any sight is very easy and maintenance is also easier. one is evaporator/cooling unit and other is condensing unit.. These two units are connected with copper tubes and the gas charging process is also done at site where is installed. It is known as split AC because it is spitted in two parts. Its front part (cooling coil side) is always kept in the room part and back part (condenser coil side) is in fresh environment i.e. a final air-conditioning is done through cold water running through tubes. . Cassette & Tower AC Packaged AC: It is used the area where the tonnage is high (approx. It is assembled in two separate parts. Central AC: It is used for the area where the tonnage required is more than 30 tons. which cools the room and condensing unit at outside wherever suitable for easily delivering of hot air. Japanowner of the brand name µNational¶. above 3.

VAW 1822/1823/1833 i A 1. & power consumption is 1350 Watt. & power consumption is 1880 Watt. & power consumption is 930 Watt.6 TR AC provided with a super silent and power saving rotary compressor .ft. It is suitable for 70-80 sq. .ft. of room area. VAW 1222 A 1.1 TR AC provided with a super silent and power saving rotary compressor . VAW 2434 A 2. of room area.ft.ft.0 TR AC provided with a super silent and power saving rotary compressor . & power consumption is 2500 Watt.8 TR AC provided with a super silent and power saving rotary compressor . It is suitable for 100-120 sq.Its cooling capacity is 25200 BTU/Hr.Models of Videocon Window AC:VAW 1022 A 0. It is suitable for 100-120 sq.Its cooling capacity is 18700 BTU/Hr. of room area. of room area.Its cooling capacity is 9200 BTU/Hr.Its cooling capacity is 12300 BTU/Hr. It is suitable for 150-180 sq.

of room area. It is suitable for 70-80 sq. VAS T 242 A 2. & power consumption is 1900 Watt. VA 2400 SPT (TOWER AC) A 2.8 TR AC provided with a super silent and power saving rotary compressor .Its cooling capacity is 25200 BTU/Hr. It is suitable for 150-180 sq. of room area. of room area. & power consumption is 950 Watt.1 TR AC provided with a super silent and power saving rotary compressor .ft.Its cooling capacity is 19300 BTU/Hr.7 TR AC provided with a super silent and power saving rotary compressor .1 TR AC provided with a super silent and power saving rotary compressor .6 TR AC provided with a super silent and power saving rotary compressor . of room area. & power consumption is 1270 Watt.Its cooling capacity is 9000 BTU/Hr. VAS G 182 A 1.Its cooling capacity is 19900 BTU/Hr. of room area.Its cooling capacity is 12000 BTU/Hr. & power consumption is 1950 Watt.MODELS OF VIDEOCON SPLIT AC:VAS T102 A 0. It is suitable for 170-190 sq. & power consumption is 2550 Watt.ft. It is suitable for 200-230 sq. . VAS T122 A 1. & power consumption is 2440 Watt. VAS T 182 A 1.ft.0 TR AC provided with a super silent and power saving rotary compressor .ft. It is suitable for 100-120 sq.ft.ft.Its cooling capacity is 25200 BTU/Hr. It is suitable for 200-230 sq. of room area.

of room area.ft.ft. It is suitable for 300-330 sq. It is suitable for 300-330 sq. & power consumption is 2550 Watt. & power consumption is 3800 Watt.Its cooling capacity is 36000 BTU/Hr.Its cooling capacity is 36000 BTU/Hr. RC 30 SPCA (CASSETTE AC) A 3. & power consumption is 3800 Watt.ft. SALIENT FEATURES OF WINDOW AC:y y y y y y y y y y y y y y 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 Anti-corrosive blue fins for heat exchanger (condenser) Anti-freeze thermostat 1 yr warranty on air conditioners Resin coating for sheet metal (internal & external) 6 yrs warranty on compressor 3 mins times delay .0 TR AC provided with a super silent and power saving Reciprocating compressor .1 TR AC provided with a super silent and power saving rotary compressor . of room area.RC 30 SPT (TOWER AC) A 3. It is suitable for 200-230 sq. VA2400 SPCA (CASSETTE AC) A 2.0 TR AC provided with a super silent and power saving Reciprocating compressor .Its cooling capacity is 25200 BTU/Hr. of room area.

SALIENT FEATURES OF SPLIT AC:y y y y y y y y y y y y y y y y 20 Micron anti bacterial filter Multi-directional flow 3 Fan speed Sleep mode function 24 hrs ON/OFF Timer Auto restart LCD remote Auto swing Silent operation Resin coating for sheet metal (internal & external) Singer Up Mechanism Anti-corrosive blue fins for heat exchanger (condenser) 6 yrs warranty on compressor 1 yr warranty on air conditioners 3 mins times delay Anti-freeze thermostat SALIENT FEATURES OF CASSETTE AC:y y y y y y y y y y y y y y y y y 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 Silent operation Resin coating for sheet metal (internal & external) Anti-corrosive blue fins for heat exchanger (condenser) .

. The positively charged atoms in the pollutants are neutralised by negative ions released by the oxy-ioniser. The oxy-ion generator produces negative oxy-ions to remove air-borne pollutants such as smoke and dust particles. ensuring an improved quality of air in your homes and offices. Thereby.SALIENT FEATURES OF TOWER AC:y y y y y y y y y y y y y y y y 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 Silent operation Resin coating for sheet metal (internal & external) Anti-corrosive blue fins for heat exchanger (condenser) Anti-freeze thermostat USF (Unique Salient Feature):- Videocon presents a state-of-the-art range of Air Conditioners equipped with a unique Ion Recharger.

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A step ahead . which reduce pollution and other impurities.000 Keal per hour Cooling Capacity of 1. = 1 Ton 1 Ton (Note: The Tonnage of an Air-conditioner varies from 10% . The company has many technological first to its credit. Videocon has always been at the forefront of technological innovation. (British Thermal Units per Hour) or Keal/Hr. Thereby.The true Indian Multinational As India's largest exporter of Air Conditioners. 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. Area Calculation ± The Area of Room is calculated as: 100 Sq. Videocon was the first to offer Rotary Air Conditioners and Air Conditioners with oxy-ions.000 BTU per hour Or 3.) . Since polluting chemicals are positively charged atoms. TECHNICAL SPECIFICATION:Cooling Capacity The cooling capacity of an Air-conditioner is measured in terms of Tons or BTU/Hr. (Kilo Calories per Hour).0 Ton of Ice.30% according to the Heat Load in a Room (Approx. to keep you recharged and refreshed. 1 Ton Cooling Capacity = 12. if kept in the room. And negative ions are nature's way of getting rid of them.0 Ton means the cooling achieved by melting of 1.The air we breathe is not what it used to be. any source that generates negatively charged atoms can neutralize them. Power ConsumptionThe power consumption is measured in Watts (W). An oxy-ioniser replenishes negative ions. more than even the best nature can provide. dust and pollution which has been released into our fragile ionosphere remains suspended. approx 10 lac ions/cc.ft. Every but of smoke. recharging the air. = Or 1000 Cubic Ft.

high rise buildings and apartment complexes. while the proportion of the low-income group has fallen by eight percent. and it has been filtered and clean. These factors include temperature. human health and comfort. system was back in 1902. Air that has been properly conditioned has one or a combination of the foregoing processes performed on it e. they have penetrated most urban households. distribution. which includes washing machines. vacuum cleaners. washing machines and air conditioners. it has been heated or cooled. The air conditioner industry can be broadly divided into room air conditioners and central air conditioners-while the latter is suitable for controlling and maintaining ambient temperature and humidity in large establishments. usually single rooms. bacteria. The Indian white goods category.. odors and toxic gases. Increasing income levels and changes in life styles have led to heavy demand for consumer durable.C. refrigerators. the former is applicable for smaller areas.C. the existing market for the consumer durable in India is over 30-35 million households with the top three-income groups-middle. Since then.¶s have been around for 40 years. .C.INTRODUCTION: (About Air-conditioners) The invention of Willis Haviland Carrier¶s A. there was an almost equal rise in the top three groups.g. Only two years ago. it has had moisture removed from it (dehumidified). televisions et al. marked the genesis of a new industry without which summer¶s scorching heat and intolerable humidity would not have been surmounted. The room air-conditioner is either Window A. or Split A. upper and high accounting for a sixth of the population. especially refrigerators.C. Air conditioning may be defined as the simultaneous control of all those factors affecting both the physical and chemical conditions of the atmosphere within any structure. whereas the split version originated in late 80s. motion. the Window A. humidity. most of which affect in greater or lesser degree. these were regarded as luxuries. air conditioners. Estimatedly. dust. Between 1986-95. it has been placed in motion by means of fans or other apparatus. accounts for the largest chunk of domestic appliances market in value terms.

45. the levies on these goods were jacked up. 1600 crore. 4.C.0 ton models. This segment is plagued the most by the unorganised sector. making these unaffordable for the better off.C.500/. In the split air conditioner. 15.for 0. which means they cannot be imported without license or a baggage. the split segment is divided into ducted and non-ducted. The window & split have a current market of RS. It can be classified into window.in the organised sector against about RS. . The market for air conditioner was earlier dominated by the unorganised sector as a result of high excise duties. This proportion used to be 30:70 during 1991-92. the evaporator/cooling unit is separated from the condenser unit (having compressor). This considerably reduced the off-take of these items though huge demand was building up. 2400 crore and the central air conditioners. POLICY REGARDING A. In the Exim Policy.. 3.THE INDUSTRY:The Air Conditioners has a total market size of approx. A. excise duty on air-conditioners varied from RS. the government gives considerable relief to air conditioning sector. RS.¶S: The attitude of the government to the industry in general has been influenced by the perception of white goods as luxury items.000/. Only after 1993 did the government liberalise its attitude towards white goods.for 1. Till 2006. split. This unorganised sector looms large over profits. THE GOVT. as it requires the low level of investment on technology.in 199192 now costs only RS. packaged and chilling plant. command a market of RS. including chilling plant.8 ton to RS.in the unorganised sector. cassette Tower. Further.¶s continue to be in the negative list. The excise duty was reduced from 80% to 60% in 1994-95 and from 60% to 18% in the following years. 13. Therefore. Then lowering of excise duties from 110-16% favoured the organised sector by narrowing the price gap e.5 ton air conditioner which cost RS. In the year 1994-95 to 2005-2006 budgets.g.5 ton to 2. with every new central budget. The sector accounted for around 55-60% of the market share only twelve years ago.000/. a 1.000/. 1.800/.000 crore.

Blue Star. Beyond this. The reason. But the wear and tear is quite high if not properly used & voltage fluctuations are high necessitating frequent repairs. PROFITABILITY:Margins in the industry vary depending upon the segment.¶s and higher in case of Cassette & Tower A.N. But these are reasonable in case of Split A. The most common type is the notary compressor. is no longer a luxury but a necessity due to increase in Ambient Temperature & Humidity. model and sizes. margins are higher. Hence. Hitachi. Amtrex. fall in prices coupled with the increased purchasing power of the middle-class and the perception that an A.C. Of Course.DEMAND:Demand for A. after sales service and aesthetics. distribution network. between a broad range of 5-10 percent. Some of the major players are Videocon. Hitachi & L.C.C. it is . L. IMPORTANT FACTORS: The important factors that govern profitability in the air conditioning industry are product technology. Samsung. Most critical in the product technology is the compressor.¶s to setup in India. as it widely believed. margins in the window segment are the least. volumes. hospitals and pharmaceuticals and not merely for comfort. Daikin. In the central and chiller segment. Voltas. which contributes about 40% of the total cost. Voltas and Blue Star.C.. According to industry sources earlier 70-80 percent of the A. for players who have packed and chilly plant manufacturing facilities e. This is well suited for the Indian conditions where the Humidity Ratio and ambient temperature are relatively high up to 52%. Carrier Aircon.G. The boom is luring many players including M. Margins are the highest in the central and packaged air conditioning segments ranging between 15-20 percent. it¶s cooling efficiency decreases. However. new capacities being added are by Carrier. A large part of the demand comes from the commercial and industrial sector. These MNC¶s & Indians expected to be added this year are to the extent of one-lakh units in the windows & split segment.¶s has never been better.C. even the government is the major customer but now it proportionately covered by domestic sector also. The reciprocating compressor is suitable for conditions where temperature does not exceed 45 degree Celsius.C.¶s sold are used for essential industrial applications.G. Even then. etc.g.

Now scroll compressors are also used for higher Tonnage A.C.e. i. . consuming less power with negligible wear and tear problems.suitable for dusty areas. The advantage of Rotary Compressor is that it is much more efficient than the reciprocating one at moderate temperatures. above 2 Ton. Also it can withstand voltage fluctuations which are common in India up to the limit.

machine tools. It has a 10 per cent share in the residential air-conditioning market and 36 per cent in the commercial air-conditioning in Japan. Japan. ventilation and air conditioning.5 billion Daikin Industries is a multi product company with the air-conditioning business comprising 74 per cent of its business. With a well-established presence in 8 major world markets. building management systems. Established in 1936. refrigeration.. water management. a subsidiary of Hitachi Home & Life Solutions. materials handling. pollution control and chemicals . Headquartered in Ahmedabad. mining and construction. It offers engineering solutions for a wide spectrum of industries in areas such as heating. L. was first established in 1984.G. Hitachi Home & Life Solutions (India) is amongst the top air-conditioning companies in India Samsung: Samsung India is the Regional Headquarters for Samsung¶s operations in SouthWest Asia. 2800 million. refrigerators. a Fortune 100 company. it is targeting to be a global leader in air-conditioning by 2005. digital media and digital convergence technologies with 2004 parent company sales of US$ 55. Co Ltd. Fujitsu General has business interests in Air Conditioners. Voltas is India's premier air conditioning and engineering services provider. Japan is part of US $ 50 billion Fujitsu group.C. is a global leader in semi-conductor.3 billion. the company's manufacturing facility at Kadi is among the seven Hitachi room air conditioner facilities worldwide.000 units a year and turnover of over RS. Daikin is the only air-conditioning company worldwide which manufactures everything on its own from refrigerants till compressors. communications and electrical devices.¶s. Inc. Its credo is to be an attractive and energetic corporation that develops . textile machinery. telecom. telecommunication.BRIEF ABOUT COMPETITORS PROFILE: In the Air conditioning Industry especially Window and Split A. Gujarat. visual products.2 billion and net income of US$ 10. following companies has shown their presence: Daikin: The $4. a wholly owned subsidiary of LG Electronics.: LG Electronics India Pvt. South Korea was established in January. Ltd.. Q¶General : Fujitsu General. Turnover for 2004 Crossed Rs. system. consumer electronics and home appliance products in the country..6500 Crores Hitachi: Hitachi Home & Life Solutions (India) Ltd. With a total installed capacity of 250. Samsung Electronics. and a leading provider of high tech information technology. Voltas: Established in 1954. climate control. 1997 after clearance from the Foreign Investment Promotion Board (FIPB).

. coexists with the people of the world and practices open management. The plan calls for the decisions on Data Sources. It operates in more than 130 countries and is a major player in 22 countries and is among the major three in another 36 countries Indian Company Voltas Videocon O¶ General Hitachi LG Samsung Daikin Foreign Collaboration Purely Indian Purely Indian Purely Japan Japanese collaborated with Amtrex Purely S. It's a leading player in the global air-conditioning market and is known essentially for its quality. technical superiority proven technology and innovative products. Research Instrument. Korean Purely Japanese Exhibit ± VI It deals with most efficient plan for gathering the needed information. Sampling Plan and Contact Method. Korean Purely S.business on a world level.

DATA SOURCES :Data was gathered through Primary and Secondary Data : 1. Dealers. This data is generally collected by Observation. With the help of Secondary Data collected from various magazines. its growth rates and the share of different companies in the market was found out. the most common research instrument used was : 1. They offer the advantage of low cost and already availability. 2. RESEARCH INSTRUMENTS : To collect the primary data. Survey or Experimental Method.Sampling Plan This calls for three decisions :y y ‡ Sample Units : Who is to be surveyed ? Sample Size : How many are to be surveyed ? Sample Procedure : How they are to be surveyed ? . newspapers. Primary Data - It consists of original information gathered for the specific purpose. Industries Trade Association and Computer.e. Questionnaire A questionnaire consists of a set of questions presented to respondents for their answers. Secondary Method - It consists of information that already exists somewhere. etc. The actual sales of the industries. having been collected for another purpose..) Questionnaires are enclosed in Appendices. For that two types of questionnaires were developed: y y For the present/prospective customers. For the experts (i. Distributors. 2.

In this method. and Q = Total market demand. Si = Company¶s market share. Personal Interview Method was chosen as it was the most versatile of the three methods. researcher uses judgement to select population member who are good prospects for accurate information. Qi = Company¶s demand.As the Air conditioner is still a luxury product so far the survey purpose.Market Demand According to Philip Kotler.Company Demand Company demand is the company¶s share of market demand. ³Market demand for a product is the total volume that would be bought by a defined customer group in a defined geographical area in a defined time period in a defined marketing environment under a defined marketing program. . Qi = siQ Here.´ 2. Here the interviewer can ask more question and can record additional observations about :1. a small sample size was taken and surveyed by adopting Judgement Sampling Procedure. the following people were considered : Exporters Banking Sector Hotel Industries Doctors Computer Centers Industrial Sector High Income Class Due to the limitations in the budget. Three types of contact method are used : The Mail Questionnaire Telephone Interview Personal Interview - For the present study.

. magazines. policies and sales figure were not disclosed by the competitors.. Some of the confidential information viz. newspapers. 3.e. Some of the dealers were not co-operative in giving the information. journals. may be manipulated. etc. credit period. schemes. there were some unavoidable situations. which hampered the actual calculation. 4. 2. The data collected from secondary sources i.LIMITATIONS : Despite all possible efforts in conducting the research. which limited the scope of the project : 1. The time-period allotted for the project was less when compared to the geographical extent of the area.

Market S are f & Spl t AC's (I F .) f Maj r Players Ja pur 2005-06 It is found that L is on the top in Jaipur because of its accessive publicitywhile Videocon and Voltas are neck to neck there as shown below 4000 3500 3000 2500 2000 1500 1000 500 0 Video on L Voltas Samsung itachi Others Window Split .

Market S are f AC ( %) r a se Sect r Ja pur 2005-06 6% 13% 4% 16% Videocon L Voltas Samsung itachi Others 20% 41% .

S are f a Spl t AC Or a se sect r Ja pur 2005-06 48% Window Split 52% .

the reason found behind is good competitive prices and wide range of AC's. 9223 8677 1362 Window Split .S are f 10000 9000 8000 7000 6000 5000 4000 3000 2000 1000 0 1438 a Spl t AC f V e c Ja pur 2005-06 ( f ures) Videocon Windows and Split AC's sold are 1438 and 1362 pcs which shows a good sell of AC's.

Voltas and Samsung as shown below 18 16 14 12 10 8 6 4 2 0 L Voltas Videocon Samsung itachi Others Good Average Poor .Freque cy f v s t by Sales Staff (%) It is found that Customer's satisfaction is good in case of LG. Videocon.

Hitachi and others while Samsung is still struggling with supply constrants as shown below 20 Perce t 15 Good Average Poor 10 5 0 LG Voltas Videocon Samsung itachi Others . Videocon. Voltas.Ava lab l ty f pr 25 uct (%) Customer's satisfaction level regarding availability of product is found to be good case of LG.

Videocon and Samsung where as pricing of Voltas. Hitachi and others are average as shown below:- Good 8 6 4 2 0 LG Voltas Videocon Samsung Hitachi Others Average Poor .C 16 14 12 10 Perce t sumer Pr c f Pr uct (%) Customer's satisfaction level regarding consumer pricing of product is found to be good in case of LG.

Dem
16 14 12 10 Perce t

strat

a

Pr

uct I f rmat

(%)

Consumer satisfaction regading demonstration and product information is e tremly good in case of LG only and then Samsung, it is average in case of Videocon and Voltas and poor in Hitachi and Others as shown below

Good 8 6 4 2 0 LG Voltas Videocon Samsung Hitachi Others Average Poor

Attract ve ess f Sc emes (%)
18 16 14 12 Perce t 10 8 6 4 2 0 LG Voltas Videocon Samsung Hitachi Others Good Average Poor Customer's satisfaction level regarding attractiveness of schemes is best in case of LG only, average in case of Videocon , Voltas and Samsung, poor in case of Hitachi and others as shown below

Qual ty f Pr
20 18 16 14 Perce t 12 10 8 6 4 2 0 LG Voltas Videocon

uct (%)

Customer's satisfaction level on and average is found to be average in case of Videocon , LG, Samsung, Voltas, Hitachi and other Brands as shown below

Good Average Poor

Samsung

Hitachi

Others

average in case of Samsung.Existing Pr 16 14 12 10 Percent uct Range (%) Product range is found to be good in case of Videocon and LG. voltas. Hitachi and others as shown below Good 8 6 4 2 0 LG Voltas Videocon Samsung Hitachi Others Average Poor .

After Sales Service (%) 16 14 12 10 Percent Good 8 6 4 2 0 LG Voltas Videocon Samsung Hitachi Others Average Poor After sales services are best in case of Videocon. Samsung and Voltas and poor in Hitachi and others as shown below . average in LG.

Annual Maintainance C ntract (in %) 90 80 70 60 Percent 50 Percentage 40 30 20 10 0 LG Voltas Videocon Samsung Hitachi Others System of AMC is maximum found in case of Voltas and closely followed by Videocon LG and Samsung as shown below .

Cre it Facility fr m Dealer (%) Customers get Highest Credit Facility in Samsung and Lg followed by Videocon as shown below 90 80 70 60 Percent 50 Percentage 40 30 20 10 0 LG Voltas Videocon Samsung Hitachi Others .

10.CONCLUSION :Relating to Customers : 1. Existing product range in Videocon is quite good so the Customers have a good scope of choice while selecting a particular model with latest features & aesthetics. After sales service is found good here so it increases brand loyalty.C. although Videocon Ads for other products are very frequent in National or Regional level papers. it is very good because the competitor prices are quite higher. 4.C. Frequency of sales staff of Videocon in Jaipur city is quite satisfactory as compared to previous years to get more and more market show from MNC¶s.C. the absence of which results in less motivation in dealers to rise their sale. Quality of product was appreciated on an average by majority of the customers and dealers it¶s a great mileage among MNC¶s. 6. 5. 2. Pricing of window A. So diversification chances are negligible. 9.¶s.¶s is quite competitive but in case of split A. Demonstration & Product information are on an average in Videocon for Customers. Attractiveness of Schemes is on an average in Videocon for Customers. No A. Mitsubishi. There are very few or can say no hoardings in Jaipur City. The credit facility is average in Videocon. Availability of Product is good. . Many customers do not believe that Videocon is using the Rotary Compressor of such reputed brands like Matsushita. 8. 7. Hitachi & Toshiba since it is not written or printed on the cartoon. The system of Annual Maintenance Contract (AMC) is average in Videocon. ads are there in magazines and very few are there in newspapers at Local or National level. 3.

a few are not satisfied due to many reasons like their low sale of A. Most of the dealers provide installation facility through their own service personnel. They identify the machines by saying that it is with Rotary Compressor. 4. Availability of product is sometimes not according to the demand at the time of season. DGS&D Rate Contract for Govt. Sometimes spare parts are not available for replacement. 2. Sales promotion inputs like banners and gates are not satisfactory. . 8.C. 6. 5. Most of the dealers are satisfied with the schemes and margins. 7. 9. technology & features of the machine. Almost not every dealer are sales & service dealer as it is very important for service based industry. 3. Non-availability of training programs for the sales & service part for the dealers. Supplies gives a great push to dealers.¶s or price cutting in an open market.Relating to Dealers : 1. It is found that dealers do not know much about the make of compressors.

C. are found tougher sometimes. A. Interdealer competitions is always there.RECOMMENDATIONS :Price : In Window A. Thus their involvement in buying a brand and the product is very high. mobile phones. can be given to the customers. people generally discuss with other A. so there must be restrictions/punishment for not to sale beyond the point and best dealer award should be given so it further motivate the dealers. CT-3 Form : Voltas is supplying against CT-3 Form on which excise duty @ 16% is 100% exempted.. Sales Promotion :Promotion Schemes : Incentives to the customers should be given to attract them. . The unit wise incentives can be given.C. thus paving way for other Videocon products in that house.C.¶s or more. inter cards. executive watches. like a free gift in the way of credit cards.C. a music system can be given and likewise free foreign tours on five A. for purchase of two air-conditioners a pair of Ray Ban Sun Glasses can be given. Handsome Discount or free gift on a joint purchase of television. etc. audio¶s or refrigerators along with an A. users before buying. The existing actual loyal customers are motivated through promotion schemes. he/she can be awarded by a gift. For examples. for three or more units. being a luxury service based and costly product. It will help the company to make the customer totally Videocon products oriented.. like worth of gifts should be increased depending upon the increase in the number of units purchased. Voltas etc. like if any existing customer helps in bringing a demand of A. camera. This gift will be like fixed discount in % for buying any Videocon Product once in a year. membership of executive clubs.C. : The prices are little bit higher as per as there are some unique features but it is very difficult to compete with huge giants like LG. Samsung.C.C. was purchase of every A. so we are loosing on that side also.

. Display Model : Dummy A. so that all the family members can be acquainted with the special features of Videocon A.¶s must be arranged for the display at the dealer¶s showroom with stand. so that good contacts can be maintained with them. so there must be frequent advertisements in magazines and local newspapers on corporate level.C. but Videocon is not using this media.C. This is necessary because the decision of purchasing any high involvement product has the pre purchase consent of all the family members. Videocon must have very effective and attractive T.C. Builders and Interior Decorators such as subsidized A. and radio advertisements. etc. The advertisements should be of bigger size and more attractive with some unique features.. from bigger towns. And at least one colourful advertisement must be given in the newspaper in a month at the time of season.V.¶s. Combined Ads consisting of names and addresses of all the dealers of Rajasthan should be given. because people of small towns have a tendency to buy the A. Contact Building : Videocon must arrange timely get-together for building contacts with higher officials of the corporate and government.Advertisement : Electronic Media has a very effective reach in each and every potential household.¶s for their offices.C. free gifts with every unit sold. which will help in developing and strengthening their brand loyalty towards Videocon. There should be schemes for Architects. Print Media has a widespread reach to the customers and it makes a good impact on them when they read advertisements in newspapers and magazines. inspite the existence of dealer in their own town.

in terms of strong brand image. Range : There is rising trend in the demand of ductable & chilling plant.¶s. and the corporate sector because of the rising constraints on space.C. Videocon must introduce a wider range. at present. which is going to touch a good ratio.s So. so there is a rising trend in the demand of Videocon A. product quality and after sales service. it is very essential that the product must be available all the time. the product is poorly available to the customers sometimes at that time.¶s but due to lack of full range of A.¶s but due to the demand exceeding the supply. During the research.Product : Availability : Since Videocon has a very good brand equity in the market. power.¶s to put its seat firmly in the air conditioning industry and to built up a strong brand awareness . For ductable & chilling Plant A.C. benefit goes to competitor¶s. So Videocon must come up with a range of Ductable & Chilling Plant A.¶s in the market. to create good brand image of Videocon A. not served by Videocon. the whole of the mixed orders were lost.C.C. The market for Ductable & Chilling Plant A.¶s the demand growth will come from commercial complexes.C. So. Blue Star and Voltas are having an upper hand by serving the market with a wide range of these A. considering the rising trend in the demand of ductable & chilling plant A.¶s.C. Generic selling will give way to sleekness of design. which makes a big market to be served to increase profits and market share.¶s in the market.C. Though customer had a preference for Videocon Window & Split A. Hitachi.¶s.C. wider brand awareness.¶s have a good growth rate but it is. it is found that Videocon lost so many mixed orders of Ductable & Chilling Plant A. A.C.C. efficiency and low noise as the key proposition in the market. Its demand is coming from small industries-commercial and corporate sector.C. to build good relations with the customers and to retain customer loyalty.

Videocon must provide a sound facility and faculty for technical training for the dealers to train their service personnel. the model supplied was from right hand side air flow means the air comes from right hand side of the A. Different Models : In Window A. Videocon requires giving left-hand side airflow models like Hitachi. So it need to be properly / safely cartooned.¶s can be developed from existing clients. dealers are not willing to store even the essential spare parts because they don¶t get any profit on his investment for spare parts. better motivation. After Sales Service : A Very good and quick sales service not only satisfy the customer having high expectations but also provide him a feeling of satisfaction and thus ensures his loyalty towards the brand. Presently. This result into more effectiveness of dealers. etc. . thus not overburdening one person to handle large area. To meet out this problem. which doesn¶t suit some places for better cooling. Grills Protection : Grills supplied by VIL are sometimes found scratched / damaged.C. by considering spare parts as a product and giving margins on that. better follow-up and defining the potential customer to the dealer in his area. For thus. Videocon must have a sound training facility for its sales personnel and Service Engineers.¶s. the storage of spare parts can be justified to dealers.C.and brand image in the commercial sector so that a further demand of all types (window and split) of A. Carrier Aircon. For this. Sometimes a wide range of product also creates confusion among customers to select if a dealer didn¶t convince properly. These training centers must be setup at branch levels to facilitate easiness in providing training. which is very essential for any company. Sales Force / Training : Sales staff. Jaipur being a large market. should be sufficient in number and adequately trained to bring about better communication and to maintain good relations with the customers and between the company and the dealers. So.C. requires such people to carry out the activities in terms of better communication (for convincing technically sound personnel).

Finance Scheme : Estimatedly. Secondly. people get bonus and incentives and being a holy festival. Between 1986-95. Under this scheme. For this. dealers must be provided with a well-defined catalogue for the quick and proper identification of spare parts. thus reducing the demand during the peak seasons. the consumer can borrow up to 70 % of the price of the product.C.C. which requires least maintenance so this won¶t create hefty problems. by this scheme. while the proportion of the low income group has fallen by 8 % there was an almost equal rise in the top three groups. the existing market for consumer durables in India is over 100-110 million households with the top three income groups-middle. These types of schemes can be launched at national level or at branch level. By this scheme. digital thermometer.RS.`s in their preference list. the demand can be well stimulated during of-seasons. But these activities can be restricted by designing a control system for it. so a consumer finance scheme 0 % will obviously have an important role to play in the A. The family disposable income of this class varies from RS. so this opportunity can be very well enchased.C. Videocon must launch a 0 % finance scheme in collaboration with some well-reputed finance companies.000 . Advanced tools like digital tong tester.`s market scheme of things.C. users are least bothered about the charges incurred in servicing rather he is more concerned with his comfortability. the market will grow at a very fast pace. Secondly. 10. . these consumers will definitely put A. Moreover the A. etc. the after sales service is a backup system for customers and this policy can create such a situation wherein dealers will replace unnecessary parts for increasing profits. upper middle and high-accounting for the sixth of the population. Videocon serves with the best available quality product. thus the demand can be well-spread over the whole year. 30000 per month. people become willing to spend on premium items. subject to his repayment capacity. But the middle class who accounts for the largest proportion among three is not able to pay such an amount in one single payment. This scheme will be obviously targeted at the salaried class who would find it difficult to part with a hefty sum for an A. like during Diwali festival. as per the convenience of the company.Though. By launching these finance schemes. Apart from all these things. should be provided to the outstanding dealers.

Technical Education : It has been found that most of the dealers do not know about the technological specifications of the A.C.C. In addition to this leaflet.Leaflets : Leaflets for A. and he will devote more time in getting familiar with the product by discussing about it with the dealer at length.`s but it appears that this leaflet falls to create interests about a particular A. They know about category that it is with Rotary Compressors. separate single sheet leaflet must be designed for separate A. This will create more interest in customers mind which will lead into more acquaintance and more information about that particular A.`s which are being supplied to dealers have information for all type of A. customer will spend more time in seeing and understanding about the particular A.C.C. So. according to the requirement of the customer. according to his requirement. .C.C.C.`s being shown together.`s By this way. This leaflet supplies all the information concisely for all type of A.C. dealers must be educated with all technical aspects to get business from the mouth of competitors.

Bibliography MARKETING MANAGEMENT MARKETING RESEARCH Philip kotler C.K KOTHARI ECONOMIC TIMES INDIA TODAY INTERNET ---.WEBSITE OF VIDEOCON NORTHERN INDIA REFGERATION AND AIR CONDITIONING TRADE ASSOCIATION CIRCULAR ANNUAL REPORT OF VIDEOCON INTERNATIONAL .

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