SHRI RAMSWAROOP MEMORIAL

COLLEGE OF MANAGEMENT
LUCKNOW

INDUSTRIAL RESEARCH REPORT

ON

“COMPARISION OF VIDEOCON
INDUSTRIES LTD WITH OTHER BRANDS IN
LUCKNOW”

SUBMITTED IN PARTIAL FULFILLMENT OF REQUIREMENT FOR THE AWARD OF

DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION
BY LUCKNOW UNIVERSITY
2008-2011

SUBMITTED TO: SUBMITTED BY:

MR. NIKUNJ SRIVASTAVA KUMAR SIDDHARTH SINGH
SALES MANAGER ROLL NO. BB08021
VIDEOCON INDUSTRIES LTD BBA 5TH SEMESTER

1
 ACKNOWLEDGEMENT

First of all I would like to express my gratitude to the management of SRMCM,

LKO who provide me an opportunity for undergoing on excellent program on research project
through their BBA program

I owe my Heartiest thanks to MR. NIKUNJ SRIVASTAVA (sales manager) for the
opportunity to work in his prestigious organization for all the support & guidance that he has
imparted me.

I would specially like to thank Miss SHIVANI SRIVASTAVA, lecturer of B.B.A department
at SRMCM, LKO for helping me to complete this project. I am also thankful to all my
teachers for their valuable suggestion.

Last but not the least I would like to thank my parent & friends who inspired me from time to
time by their help precious advice in completion of this project.

KUMAR SIDDHARTH SINGH

2
 DECLARATION

I, KUMAR SIDDHARTH SINGH, student of BBA Vth SEM hereby declare that the
project titled “COMPARISION OF VIDEOCON PRODUCTS WITH OTHER
BRANDS IN MARKET” is purely the work of my own efforts. All the data
collected and analysis are genuine to the base of my knowledge.

3
 CONTENTS

 Acknowledgement

 Declaration

 Introduction

 Research Methodology

 Data analysis and Interpretations

 Findings

 SWOT analysis

 Suggestions

 Limitations

 Bibliography

 Annexure

4
INTRODUCTION

5
 Videocon is an industrial conglomerate with interests all
over the world and based in India. The group has 17 manufacturing sites in India and
plants in China, Poland, Italy and Mexico. It is also the third largest picture
tube manufacturer in the world.

The Videocon group has an annual turnover of US$ 2 billion, making it one of the
largest consumer electronic and home appliance companies in India. Since 1998, it
has expanded its operations globally, especially in the Middle East.

Today the group operates through six key sectors:

Consumer electronics

In India the group sells consumer products like Color Televisions, Washing
Machines, Air Conditioners, Refrigerators, Microwave ovens and many other home
appliances, selling them through a Multi-Brand strategy with the largest sales and
service network in India. Videocon Group brands include Akai, Electrolux, Hyundai,
Kelvinator,Kenstar, Kenwood, Next, Planet M, Sansui, Toshiba, Philips (TV Products)
etc.

Mobile Phones

In November 2009 Videocon launched its new line of Mobile Phones

Color picture tube glass

6
Videocon is one of the largest CPT Glass manufacturers in the world, operating in
Mexico, Italy, Poland and China.

Oil and Gas

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

DTH

In 2009, Videocon launched its DTH product, called 'd2h'. As a pioneering offer in the
Indian DTH market, Videocon offered LCD & TVs with built-in DTH satellite receiver
with sizes 19" to 32". This concept in the DTH service is relatively new in the
presence of other players like ZEE TV’s Dish, Tata Sky, Airtel Digital TV and
Reliance's BIG TV providing only the set top box.

Telecommunication

Videocon Telecommunication Ltd has license for mobile service operations across
India. It launched its services on 7 March 2010 in Mumbai

7
LOGO

8
 VISION AND MISSION

VIDEOCON'S MISSION: “a reflection of continuity and change”

Videocon's mission expression has been crafted to envelope both extant and emerging
realities:

“To delight and deliver beyond expectation through ingenious strategy, intrepid
entrepreneurship, improved technology, innovative products, insightful marketing and
inspired thinking about the future.”

A breakdown of the statement above reveals a 'means and end' approach, where the end is
articulated at the beginning with the means linked to it.

"To delight and deliver beyond expectation..." the end

This segment not only underlines the importance of the ultimate goal customer satisfaction
('delight') and ultimate target- the customer, but also of intermediate processes and principals,
which have contributed to building a robust, dependable videocon value chain ('deliver').
As a result of its focus on developing loyal customers and reliable associates, videocon is able
to exceed expectations.

"...through ingenious strategy..." the means

In the cutthroat world of today, it is only by taking recourse to advance planning and strategy
that a business can hope to survive. Although textbook strategy has its uses, reproducing it in
verbatim for the real world would be foolish because of the absence of textbook conditions.

Thus, there is a need for a bounded rationality, a spontaneity and improvisation that is flexible
enough for scenarios both imaginable and

9
Unimaginable. Videocon's ingenious manoeures are actually flexi-strategy that abstracts from
shifting ground condition and decides game-plans, or sometimes changes the rules of the
game.

"...intrepid entrepreneurship..." the means

An enterprise with the odds stacked against it makes great business sense. this is because
higher the obstacles, lower the number of players likely to be active in that field - thus,
fetching extraordinary returns.

The only requirement is a bold and confident attitude willing to brave the odds. Videocon's
foray into oil and gas is a bold and intrepid endeavor that arises from immense faith on the
surefooted competence of the company's in house managerial

“…innovative products…” the means

Product development, innovation and customization are the tools Videocon uses to stay ahead
of the competition. This is because a continuous stream of innovative products excites the
market and enhances brand recall. A strategy that Videocon banks on a lot, especially on the
domestic front.

“Insightful marketing…” the means

S
The market share battle scene has long shifted from technology and processes to the psyche of
the customer. This means that those with deeper insights into the elusive mind of the buyer
are likely to dominate. Videocon is reinforcing marketing strengths to read better the pulse of
the market and help create products that map perfectly into customer preferences.

“…inspired thinking about the future.” the means

The future is unpredictable, but not doing anything about it is fraught with grave risk.
Videocon extrapolates future trends on the basis of current changes in technology and
preferences as well as sheer gut feel.

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 RESEARCH
METHODOLOGY

11
The project work allocated to me is a fully a market survey. It includes systematic, objectives
and exhaustive search for information.

This whole process may be summarized in following steps:-

• Specify the information required.

• Developing a research instrument (questionnaire)
• Gathering the information
• Analyzing and Interpreting
• Preparing a research

This all research based on primary data.

First of all I prepare a questionnaire which covers all the information regarding dealer’s
perception of Videocon industries and its products. Then with the help of questionnaire,
dealer’s views are collected. I have taken the sample size of 30 dealers.

On the basis of analysis and interpretations of facts and information we reached up to

conclusion.

Research Problem –

“COMPARISION OF VIDEOCON INDUSTRIES LIMITED WITH OTHER BRANDS

IN LUCKNOW ”

Research Objectives –

1. To find out the image of videocon products

2. To know what customer thinks about videocon.

3. To know actually what customers look for while buying products

4. To know impact of advertising and promotion on consumer buying behavior

5. To find out impact of schemes on consumer buying decision.

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Research Design

The study used “Descriptive Research”. It mainly includes surveys and fact finding enquiries
of different kinds. The major purpose of it is description of state of affairs at present.

Sampling design

Convenience sampling was done because only those dealers were selected who are the
distributors of Videocon products.

Sample Plan

Sampling unit: Dealers of videocon products

Sampling size: 30

Sources of Data

A) Primary data

The Primary data are those which are collected afresh and for the first time and thus happen to
be original in nature.

The whole research is based on primary data, we collect data from the customers through
Questionnaire.

B) Secondary Data

Secondary data are those which have already been collected by someone else and which have
already been passed through the statistical process. The methods of secondary data collection
are:-

1. Brochures.

2. Internet.

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DATA ANALYSIS

AND

INTERPRETATIONS

14
Question 1) Average monthly sales of product of different brands?

Answers 1:

A) CTV

2000
1800
1600
1400
1200
FLAT
1000
CONVENTIONAL
800
600
400
200
0
UX

S
IR D A

J
L
R
SA N

LG

S
G

NY
SU

EC AKA

RE
O

ER
O
CO

IP
N

O
L

I
AT

SO
SU

IL
N

KE RO

TH
LP
EO

PH
O
IN

M
T

O
D

LV

SA

H
VI

W
EL

ANALYSIS AND INTERPRETATION

It is observe from the following graph that –

 LG sell the maximum flat TV that is 1862 occupying 1st position and selling only 42
conventional TV with 3rd position.

 Videocon with 2nd position selling 1330 flat TV and 140 conventional TV with 2nd
position.

 Sansui with 3rd position selling 1028 flat TV and 39 conventional TV with 5th position.

15
 B) REFRIGERAT0R

1400

1200

1000

800 FROST FREE

600 DIRECT COOL

400

200

0
G
I

O IPS
LP A
X
N

R
KE TRO AI

G OL

S
SO J
PH Y
M G
SU

E
IR D
LV LU

N
O

ER
O

N
L
K

DR
H NI
U

O
C

IL
AT
N
EC A

TH
EO

SA

O
IN

SA
D
VI

W
EL

ANALYSIS AND INTERPRETATION

It is observe from the following graph that –

 LG sell the maximum Frost Free Refrigerator that is 155 units occupying 1st position
and selling 1155 direct cool refrigerator with 1st position.

 Whirlpool with 2nd position selling 168 Frost Free Refrigerator and 820 Direct cool
Refrigerator with 2nd position.

 Videocon with 3rd position selling 55 Frost Free Refrigerator and 397 Direct cool
Refrigerator with 3rd position.

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C) WASHING MACHINE

500
450
400
350
300
FULLY - AUTOMATIC
250
SEMI - AUTOMATIC
200
150
100
50
0
IN UX

S
SO J
LP A
G OL
R
SA ON

M LG

O IPS
PH NY
KE TR AI

G
SU

ER
IR ID
O

N
EC AK

R
O
L V OL
C

AT

SU

W ON

IL
N

TH
EO

O
D

SA

H
VI

EL

ANALYSIS AND INTERPRETATION

It is observe from the following graph that –

 Videocon sell the maximum fully automatic Washing Machine that is 391 units
occupying 1st position and selling 440 Semi-automatic Washing Machine with 1st
position.

 LG with 2nd position selling 70 fully automatic Washing Machine and 411 semi-
automatics Washing Machine with 2nd position.

 Whirlpool with 3rd position selling 30 fully automatic Washing Machine and 159
semi- automatic Washing Machine with 4th position.

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 D) MICROWAVE

70

60

50

40 SOLO
GRIL
30 CONVECTION
20

10

0
X

S
J
A

L
R
SA N

S
LG

PH Y
AI

G
SU

RE
LV L U

ER
ID
O

IP
CO

N
N
AK

O
AT

SO
SU

IL
N

TH
LP
EO

O
TR

O
IN

O
IR
D

SA
EC

H
VI

KE

W
EL

ANALYSIS AND INTERPRETATION

It is observe from the following graph that –

 LG sells the maximum Microwave oven that is 24 SOLO, 64 GRILL and 25

Convection units.

 Samsung with 2nd position selling Microwave oven that is 15 SOLO, 28 GRILL and
18 Convection units.

 Whirlpool with 3rd position selling Microwave oven that is 12 SOLO, 15 GRILL and
13 Convection units.

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 E) AC

300

250

200

WINDOW
150
SPLIT
100

50

0
X

S
SO J
IR ID A

G OL
SA N

R
I

LG

O PS
KE RO I

PH Y
G
SU

E
LV LU

ER
TO
CO

N
UN
EC AK

R
O

I
IL
W ON
N

TH
LP
A
EO

O
IN

M
T
D

SA

H
VI

EL

ANALYSIS AND INTERPRETATION

It is observe from the following graph that –

 LG sells the maximum Window AC with 273 units occupying 1st position and sell
only 2 Split Ac with 4th position.

 Samsung sells Window AC with 102 units occupying 2nd position and 40 split Ac with
2nd position.

 Videocon window AC with 63 units occupying 4th position and 20 split AC with 3rd
position.

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F) DVD

2500

2000

1500

1000

500 DVD 2.1

0 DVD 5.1
IN UX

LP A

S
S A ON

O L
R
EC A I
K E T R AI

M LG

O IP S
SO J
W O G

P H NY
SU

RE
G OO
IR ID

ER
O

N
K
LV L
AT
C

H N
SU

IL
N

TH
EO
D

SA
VI

EL

ANALYSIS AND INTERPRETATION

It is observe from the following graph that –

 LG sells the maximum 2.1 and 5.1 DVDs with 83 and 565 units respectively.

 Samsung occupying 2nd position with 299 units of 5.1 DVDs with 3rd position.

 Philips selling 267 units of 5.1 DVDs occupying 4th position and 39 units of 2.1 DVDs
thus enjoy 3rd position.

 Sony selling 70 units of 2.1 DVDs with 2nd position.

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Question 2: Which company product you promote?

Answer 2:

Promotion

VIDEOCON
% OF RESPONDENTS

SANSUI

AKAI

ELECTROLUX

KELVINATOR

LG

SAMSUNG

ONIDA

WHIRLPOOL

GODREJ

ANALYSIS AND INTERPRETATION

It can be clearly seen from the above data that if we talk about highest
promoted company then ultimately it is Samsung with 30% respondents which is followed by
L.G with 24% respondents, and third position is occupied by videocon with 8% respondents.

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Question 3: Nature of product offering of Videocon.

Answer 3:

Percentage of respondent

EXCELLENT

GOOD

SATISFACTORY

NOT-
SATISFACTORY

ANALYSIS AND INTERPRETATION

It can be observed from above diagram that 60% of the respondents say that videocon
products are good, 25% said that products are satisfactory; 10% said that products are
excellent and 5% of them are said that goods are not satisfactory.
So, we can conclude that products provided by the videocon are good.

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Question 4: Major issues you face in VIDEOCON other than after sales
service?

Answer 4:

Issues faced by the dealers are as follows

• Manufacturing fault in new packed company.

• Poor quality product in comparison to other competitive companies product

• Lower ratio of margin in comparison to other competitive companies

• Only low segment products are promoted and high end products are not promoted
which assist companies in brand building.

• Frequent change in set ups.

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Question 5: What is the relative importance of following factors in
increasing demand?

Answers 5:

A) Discount

NOT IMPORTANT
IMPORTANT
VERY IMPORTANT

ANALYSIS AND INTERPRETATION

24
It can be observed from above diagram that 25% of the respondents say that company
discount is supposed to be a very important factor for increasing the demand and 50 % says
that it is important factor for increasing the demand where as only 25% of the person said that
it is not an important fact.

So, we can conclude that “discount is an important factor for increasing demand”.

B) Advertisement

NOT IMPORTANT
IMPORTANT
VERY IMPORTANT

ANALYSIS AND INTERPRETATION

25
It can be observed from above diagram that 20% of the respondents say that advertisement is
supposed to be an important factor for increasing the demand and 75% says that it is very
important factor for increasing the demand where as only 5% of the person said that it is not
an important fact.
So, we can conclude that “advertisement is an important factor for increasing demand”.

C) Scheme

NOT IMPORTANT
IMPORTANT
VERY IMPORTANT

ANALYSIS AND INTERPRETATION

26
It can be observed from above diagram that 17% of the respondents say that scheme is
supposed to be an very important factor for increasing the demand and 33% says that it is
important factor for increasing the demand where as only 50% of the person said that it is not
an important fact.
So, we can conclude that “scheme is not a significant factor for increasing demand”.

27
 FINDINGS

• Scheme, Advertisement, Discount is an important factor for increasing demand of the

products.

• Products provided by the videocon are of good quality.

• Videocon is the third brand which is highly promoted in the market.

• Videocon occupied 4th position in selling window AC with 63 units and 3rd position at
selling split AC with 20 units.

• Videocon sell the maximum fully automatic Washing Machine that is 391 units
occupying 1st position and selling 440 Semi-automatic Washing Machine with 1st
position in the market.

• Videocon occupied 2nd position at selling flat as well as conventional TV with 1330
and140 units respectively.

• It was also found that it has poor after sales service, sometimes quality of the products
are not good.

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 SWOT Analysis

STRENGTH WEAKNESS

• LACK OF PRESENCE IN
• WIDE PRODCUT RANGE HIGH KEY SHOWROOMS

• PRESENCE IN
UPCOUNTRY • AFTER SALES SERVICE

• PRICE

• MULTIPLEBRANDS

OPPORTUNITY THREAT

• FURTHER EXPANSION IN • COMPETITIONTHROUGH

UPCOUNTRY PRICE

• LAUNCHING HIGH END • COMPETTION THROUGH

PRODUCTS AFTER SALES SERVICE

29
 SUGGESTIONS

• Improve after sales service

• Improve the quality of the product

• Advertisement and sales promotion should be increased

• Up gradation of models should be done

• Increase the ratio of the margin to dealers

• Promote high end product which assist in brand building of company

30
 LIMITATION

This survey has done with full effect and care but still there are some limitation beyond
control which might make the finding and conclusion drawn in this report prove to some
deviation from the actual action

o Some dealers are generally not interested in telling their sales or income.

o They often give wrong information related to their sales.

o Ambiguous replies of respondents create hindrance in the interpretation.

o Field of work was limited only in Lucknow therefore this would not depict the true
picture for videocon products.

o Financial constraint also caused certain problems in my summer training.

31
 BIBLIOGRAPHY

BOOKS

• KOTHARI.C.R ;RESEARCH METHODOLOGY;

PUBLICATION HOUSE; NEW DELHI.

• M.A. KHAN; RESEARCH METHODOLOGY;

PUBLICATION HOUSE; NEW DELHI

WEBSITE

• WWW.VIDEOCONWORLD.COM

• WWW.GOOGLE.COM

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 ANNEXURE

VIDEOCON INDUSTRIES LIMITED

(QUESTIONNAIRE)

NAME OF FIRM:
CONTACT OF PERSON:
ADDRESS:

Q1. AVERAGE MONTHLY SALES (IN UNITS)?

COMPANY CTV REFRI- WM MWO A.C DVD

NAME
GERATOR

FLAT CONV… FROST DC FAW SAWWW

SOLO GRILL CONV… WIN.. SPLIT 2.1 5.15.1
FREE
VIDEOC-
ON
SANSUI
AKAI
ELECTR-
OULUX
KELVINA-
TOR
L.G
SAMSUNG
ONIDA
WHIRLPOOL
GODREZ
SONY
PHILIPS
OTHERS

33
 Q2. WHICH COMPANY PRODUCT YOU PROMOTE AND WHY?
company videoc-on sansui akai electr- kelvi l.g sams- onida
name oulux nator ung

whirl- godrej sony philips others

pool

Q3. NATURE OF PRODUCT OFFERING OF VIDEOCON?

GOOD
EXCELLENT
SATISFACTORY
NOT SATISFACTORY

Q4. WHAT ARE THE MAJOR ISSUES YOU FACE IN VIDEOCON OTHER
THAN AFTER SALES SERVICE?
…………………………………………………………………………………………
…………………………………………………………………………………………
…………………………………………………………………………………………
……………………………………………..

Q5.WHAT IS THE RELATIVE IMPORTANCE OF FOLLOWING FACTORS FOR

INCREASING DEMAND?

1. COMPANY’S DISCOUNT NOT IMP. \ IMP. \ V.IMP.

2. ADVERTISEMENT NOT IMP. \ IMP. \ V.IMP.
3. COMPANY’S SCHEME NOT IMP. \ IMP. \ V.IMP.

……………………………………………………..

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