Project Report

On
“Comparative Analysis On Television
Regarding The Brand Preference Of
Consumers And Dealers”

Submitted By:
Rohit Chandra
JKPS/PGDM/09/43
 Company Profile
• The Videocon group emerges as a USD 2.5
Billion global conglomerate.
• Videocon is an Indian company. The
company's principal activity is to manufacture
consumer electronics and home appliances.
The company is dealing in Oil & Gas, Thomson
CPT, Glass, and Consumer Electronics. It has
an employee base of around 11,054.
• Videocon's Extensions
Videocon has acquired Electrolux brand in India. Also, with the
acquisition of Thomson Displays by Videocon in Poland, China,
and Mexico, the company is marking its international presence.
• Videocon Group now comprises of the following:
Videocon
Kelvinator
Electrolux
Sansui
Kenstar
 Introduction
Objectives:
• To analyze the growth of the videocon products in the
market.
• To analyze the demand of the videocon products
amongst the dealers and retailers.
• To make comparitive analysis of different products
with their respective competitors.
• To analyse the company’s performance during pre sale
and post sale activities.
• To suggest various measures of growth to the
Videocon.Ind..Ltd.
 Cont….
• T o have an overview of Videocon.
• T o know t he reputation of Videocon T.V . in the
market.
• How the consumer preference towards the
brand Videocon.
• The main objective how to increase the
reputation of Videocon brand in the market.
• To understand its competitors in business.
• How Videocon will create a good image in the
market.
 Research Methodology
These issues are addressed as the following
1.Descriptive Research
2.Data Type:
• Primary and Secondary data
3.Research Tools
• SoftwareMS-Excel
4.Sampling Designing Method:
• Random Sampling Method
 Cont….
5.Sample Size
• Customer (100) , Dealers/Retailers (50)
6.Sample drawn fromLucknow
 Data Analysis
(Customer Oriented)
• Demographic profile
• Gender profile
• Male 28%
• Female 72%
FAMILY-INCOME
OCCUPATION DISTRIBUTION
Awareness about Videocon, SAMSUNG & LG to
Customers( Given in percentage form)
Why Videocon, SAMSUN G or LG?
(Given in percentage form)
From where you prefer buying consumer
durables
You prefer to buy from the same as you have
mentioned in above question. Because of
following reasons
Do you prefer any financial scheme to purchase
consumer durable?
Would you wait for festive season for available
discounts to purchase a Television?
 Up to how much money are you willing to
spend on a televison?
How do you feel after using the Videocon
televsion?
 Dealer/Retailer Oriented
• Which are the brands you are dealing with?
What is the counter size of the showroom?
How do you perceive the Videocon television as
product for value for money?
How do you rate Videocon television in terms of
quality as compared to other competitors?
 On the technical basis, how will you rate
Videocon television in comparisons to others?
The number of Videocon televisions sold by your
store in one month.
 Findings
(Dealer Survey)
• By calculating the display share we found that
in most of store VIDEOCON has third highest
display in almost all categories.

• By the actual monthly sale of particular store

we came to know the capacity of the store
and how much product can they sale.
 Cont….
• It helps us to know that weather dealer is
capable of being a direct dealer of VIDEOCON
or not and it also helps to find out the
new dealer who are capable of being the
dealer of VIDEOCON.
• We also came to know while visiting the shops
that there was big problem of after sale
service.
 Cont….
• Demo calls also not done properly.
• Videocon is on 3rd rank in Lucknow CTV.
• Sales promotion scheme are sufficient.
• Price range preferred by consumer is
generally below Rs.10000/-
• The top competitor of VIDEOCON product in
Lucknow is LG and SAMSUNG.
 Cont….
• In Lucknow area the performance of
VIDEOCON is in better position but the
competitor also hold closer margin.
• Word of mouth plays a vital role in awareness
among customer. This is one factor, which
can play a good role in promotion of
products as well as demonstration given by
the shopkeeper also plays a vital role for
customer.
 Cont….
• Consumers are mostly gets attracted by the
price discount offered by company and
product warranty
 Findings
(Customer Survey)
• Secondary supports play an important role in
the customers mind and create awareness
among the customers.
• The secondary support includes
Demonstration, Exhibition & Even Sponsors.
• From the survey it was found out that the
majority of customers don’t buy consumer
durables from exhibitions. They just visit the
exhibitions to see the latest model.
 Cont….
• They want to buy from the showrooms or
from company showrooms. For them
service is important.
• Beside convenience and other factors like
service is a key factor.
 Cont….
• Also majority of customers do not want any
financing scheme for purchasing the durables.
• Customers are also now very choosy in buying
the product and it is important for the company
to make loyal customer of their brand.
• In survey we found that VIDEOCON has
captured maximum market share in every
category. VIDEOCON does dominates CTV.
 Cont….
• The product is well aware and is on the top of
mind of customer.
• Spending on advertisement and publicity of
less as compare to the competitors.
• There is need to increase advertisement.
Consumer prefers electronic media for
advertisement and retailer also prefer TV
advertisement.
 Cont….
• The quality of Videocon CTV is acceptable
to the market.
• Consumer and retailer both are averagely
satisfied with the quality of Videocon CTV.
 Cont….
• Consumers are mostly gets attracted by the
price discount offered by company and
product warranty.
• The categories of the people who are
using the CTV are mostly economic income
people.
• LG and samsung are competitors of videicon ‘s
CTV.
 Cont….
• Consumers are aware about videocon TV.
• Customer perception about videocon TV is
average in nature.
• Advertising of videocon CTV is not striking as
compaer to the competitors
 Recommendations
(Dealer)
• VIDEOCON should improve it’s after sale
service because its hits badly VIDEOCONs
market share in Lucknow region.
• More detailed customaries service is to be
provided.
• The training to in shop demonstration should
be given at frequent time interval and
feedback should be considered positively.
•  
 Cont….
• The company should look into the matter
of person hiring for in shop
demonstration,a big VIDEOCON showroom
should have at least 2 such kind of person.
• VIDEOCON should try new dealer who have
the potential. So they can target more market.
 Cont….
• As there is a bottleneck competition between
Samsung and VIDEOCON, it is necessary to
take measure steps to overcome the area
of downfall in VIDEOCON with respect to
Samsung.
• The marketing managers should make
better relations with dealers and reputation
of the company.
 Cont….
• Customer considers quality as their first
preference, so the company should give more
stress on this.
• The switching of customer from VIDEOCON
product to other brand is due to the bed after
sell service in shop.
• The product is well aware and it is on top of
mind of customer. So company should always
improve services and update their technology.
 Recommendations
(Customer)
• Exhibitions do not help to generate so
much sells but they should be conducted
regularly. This helps in generating awareness
regarding the product in customers, which
ultimately helps in sales.
• Also it is helps in advertising for the new
products. Like in this exhibition new LCD was
advertised. Company should always focus on
service.
 Cont….
• Display share should be increased where
there is less than 50% as VIDEOCON also
believes that “JO DIKHTA HAI WO BIKTA HAI”.
• Company should try to improve service. No
doubt the company products have technically
edge over competitors but in long run it
may hamper the company’s profit.
• Company should concentrate more on its major
drivers LCD, IT, and GSM.
 Cont….
• Branding and promotions should be done
effectively as it creates a long lasting image
in the mind of customers.
• Company should also cater to the needs of
sub dealers as some of the sub dealers
have potential of high sales.
 Conclusion
• Lucknow market is still a virgin market f or
these techno- survey Videocon products .
• Customer s need to be made aware of the
productive usages of these products if
Videocon want to target untrapped market
segments of urban customers .
• Also Videocon needs to modify their
advertising strategies in order to promote
these products and services
 Cont….
• This also a challenge f or Videocon ye get
into a positive frame of mind about their own
company and products.
• Hence Videocon nee d to work upon the
real factor through Dealer and Retailer for
an uninterrupted continuous productivity in
their Products.
• This will make these products more friendly
and customized.
 Cont..
• Another important aspect which the company
should consider is that of providing post sales
services,this in turn could really help in
booming up the sale for the company.
• Hence Videocon will be able to w in a
major market share in between the
competitors .
Thank you And
Queries Invited