Comparison of Videocon Air Conditioners With Other Competitive Companies

A PROJECT REPORT ON “ 

Comparison Comparison of Videocon Videocon Air Conditioners With other Competitive Companies ” 

 In partial fulfillment in award of  PGDM TWO YEAR FULL TIME PROGRAMME

Under the guidance of 

Faculty Guide

Company Guide

Mrs. RUBINA SAJID

Mr. Mr. VISHAL MAHAJAN

Faculty-Management

Marketing manager

MAISM

VIDEOCON

1

Submitted by AMANDEEP SINGH PGDM 3rd SEM (2008-2010)

Maharishi Arvind Institute of Science & Management

Ambabari Circle, Ambabari, Jaipur-302 023 INDIA. Tel: +91-141-2335487, 2234216 Telefax: +91-141-2335120 E-mail: [email protected] , [email protected]

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CERTIFICATE

This is to certify that the Summer Training Report“ Report“Comparison of Videocon Air Conditioners With other Competitive Companies” at VIDEOCON ” is a bonafide work carried out by Amandeep Singh in the partial fulfillment of requirement for the award of Post Graduate Diploma In

Management(PGDM) course approved by All India Technical Technical Education ministry(AICTE)Ministry ministry(AICTE) Ministry of  of HRD,Government of India,New Delhi.

To the best of my knowledge & belief this work, is not submitted /published elsewhere for any degree or diploma examination.

MRS.RUBINA SAJID (FACULTY GUIDE)

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ACKNOWLEDGEMENT It is indeed of great moment of pleasure to express my senses of per found gratitude & indebtness to all the people who have been instrumental in making my tanning a rich experience. I got an opportunity to get a project in Videocon industries limited. For this, I would like to thank  Mr. Vijay Pareek (commercial head) who talked to the concerned person and without whom an

internship with the company would not have been possible. I express my gratitude to Mr. Vishal Mahajan (marketing manager) , my company guide and my faculty guide Mrs. Rubina Sajid

for giving me an opportunity opp ortunity to work and make the best out o ut of my internship. I thank to Mr. Sanjay Bhatnagar (branch manager) and Deepak Solanki (brand manager) for theirfull support to me and constantly guided and supported me throughout the training   period. My heartfelt gratitude also goes out to the staff staff and employees at Videocon Videocon industries limited limited for having co-operated co-operated with me and guided me throughout throughout the training period. period. I thank  my college, Maharishi Arvind Institute Of Science and Management for having given me this opportunity to put to practice, the theoretical knowledge that I imparted from the program.

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EXECUTIVE SUMMARY

Video ideocon con is a well well know known n comp company any.. It is a Indi Indian an compa company ny whic which h alway alwayss focu focuse sed d on maintaining the highest international standards of excellence through quality, technology and innovation. For over a decade now, Videocon has been bringing the latest and very best in Consumer Electronics and Home Appliances. Successfully adapting the best of international technology to suit Indian needs, and crafting it to improve the quality of life – as million of  satisfied customers will agree. This tells the success story of Videocon. Sustainability is at the center of Videocon’s’ strategy. Being a great company Videocon always tried to improve people lives through its products but many a times due to changing environment or customer’s mind the  product doesn’t goes so well as expected. The main objective of the research is to find out that what the condition of Videocon’s service in the market and know that how consumers and dealers are satisfied with the services which are  provided to them. And other objective is to analyze current scenario of the market in consumer durable sector. And analyze that who is the main competitors of Videocon and what is the current  position of Videocon Air Condition in the market. For these objectives I have conducted a survey of dealers in Jaipur city. I have taken Sample size of 50 dealers.

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Table of Contents S.No S.No.. 1 2 3

4 5 6 7

PARTI ARTICU CULA LAR R Introduction to the Company Introduction to Project Pr oject Title Project Profile  Title of the study  Objective of the study  Scope and Significance of the study  Research Methodology Data and Data analysis Conclusions and Suggestions Annexure Bibliography

PAGE AGE NO. NO. 7-24 25 26

30-44 45-46 47-48 49

Introduction to the company Videocon is the very popular and very reliable company in consumer durable sector. It was established in 1987 by late Mr. Nandlal madhavlal dhoot. In those time it entered in the market with color and B/W Televisions and Washing Machines. The year 1989-1990 saw the advent of  Home Entertainment Systems, Electric Motors and AC. Refrigerators and Coolers by Videocon came in the year 1991. In 1995 Videocon entered into the manufacturing of Glass Shells for CRT and in 1996 came with Kitchen Appliances and Crude Oil. In 1998 Videocon ventured into Compressors and Compressor Motors. It took over Philips Color TV plant in 2000 and 3 plants of Electrolux India in 2005. In the same year Videocon acquired Thompson CPT. We can get compete information by going through company's profile. 7

COMPANY COMPANY HISTORY

It is an ISO 9002 certified for quality.

Group Profile

8

9

Values & Philosophy Shri Nandlal Madhavlal Dhoot, the founder of the Videocon Videocon Group, completed his education in Ahmednagar and Pune. He was a successful sugarcane and cotton co tton cultivator. cultivator. As a next logical step to vertical integration, he boldly took upon an entrepreneurial venture by b y importing machinery from Europe to set up the Gangapur Sakhar Karkhana (Sugar Mill) in 1955. Those were the times when the village did not even have electricity. Thus was unleashed an Industrial Revolution.

The die was cast. Over the years, Nandlalji's path-breaking attitude found expression in a myriad ways, earning him the well-deserved reputation of the pioneer of industrial activity in Marathwada India.

In early 80's Nandlalji initiated his three sons - Venugopal, Rajkumar and Pradeep into business. Through a technical tie up with Toshiba Corporation of Japan, he launched India's first worldclass color Television: Videocon. Videocon. Today, Today, Videocon is household name across the nation- India's  No. 1 brand of Consumer Electronics & Home Appliances, trusted by over 50 million people to improve their quality of life.

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Vision & 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 “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 rationality,, a spontaneity spontaneity and improvisation improvisation that is flexible flexible enough for scenarios both imaginable and unimaginable. Videocon’s ingenious manoeuvres are actually flexi-strategy that abstracts from shifting ground conditions 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 11

odds. Videocon’s foray into oil and gas is a bold and intrepid endeavour that arises from immense faith on the surefooted competence of the company’s in-house managerial talent. “…improved technology…”: the means

Technology is no more a premium input; it has become the bare minimum in recent years. Rapid advances have only fuelled this phenomenon. Videocon is extremely vigilant in shunting out dated technology and replacing it with the best-in-class offers of the times. “…innovative products…”: the means

Product development, innovation and customisation 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. recall. A strategy that Videoco Videocon n banks on a lot, especially especially on the domestic front. “…insightful marketing…”: the means

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. Fine-tuned business instincts are worth their weight in gold, lots of it. The company has perfected its practice almost into an art form with some calculated gambles like oil and gas proving to be absolute money-spinners.

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CEO Profile Personal Profile Name

Venugopal Nandlal Dhoot

Address - Office

Videocon Industries Ltd. Fort House, 2nd Floor 221, Dr. D. N. Road Mumbai 400 001 Tel: 091-22-66113500 Fax: 091-22-66551985 [email protected]

Marital status

Marr Ma rrie ied d to Ra Rama ma,, ha havi ving ng on one e son & one daughter

Date of birth

30.09.1951

Qualifications

B.E. (Electricals), FIE. Scho hool olin ing g

at

Firo Fi rod diy iya a

Hig igh h

School, Ahmednagar Coll Co lleg ege e

–

Pune Pu ne

Engi En gine neer erin ing g

College, Pune Hobbies/Interest

Present Position

Flut Fl ute e

&

disc di scou ours rse e

on

Bhagwad-Gita Chairman & Managing Director Videocon Group The Th e

President

reci re cita tall

Asso As soci ciat ated ed

Cham Ch ambe bers rs

of 

Commerce and Industry of India (ASSOCHAM)

Other Achievements

a)

President

Ind ndu ustries

–

Electronic

Associat atiion

13

of 

Marathwada b)

Member

of

Advisory

Committee of "Poona University Info In form rmat atio ion n

Empl Em plo oym ymen entt

& 

Guidance. c) Adviser to Govt. of Orissa for Industrial Development of Orissa d)

Younger

Rajk Ra jkum umar ar

brother

Dhoo Dh oott

Memb Me mber er

Shri of 

Parliament

Board Of Directors •

Mr. Venugopal N Dhoot

•

Mr. Pradeepkumar N Dhoot

•

Mr. K C Srivastava

•

Mr. Kuldeep Kumar Drabu

•

Mr. Satyapal Talwar

•

Mr. S Padmanabhan

•

Maj. Gen. S C N Jatar

•

Mr. Arun L Bongirwar

•

Mr. Didier Trutt (Nominee - Thomson S.A)

•

Mr. Mr. Johan G Fant (Nominee - AB Electrolux (Publ) )

•

Mr. Mr. B Ravindranath (Nominee - IDBI I DBI Limited)

•

Mr. Mr. Ajay Saraf S araf (Nominee - ICICI Bank Limited)

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R&D The company gives utmost importance to the R & D activities, which are carried out, at in-house R & D center. The company carries on new innovations in product development, cost reduction, quality improvement, process implementations, process controls. 1) Specific areas in which R & D is carried out by the company

During the year, the company has carried out Research an d Development in the following areas. •

Home theaters - High-end models and HTIB Models.

•

Larger Screen Television Television i.e. 32 inch and 38inch. 38 inch.

•

True Flat Televisions

•

Plasma Televisions

•

Cosmetic design and new out look to the TVs

•

Manufacturing of components co mponents for CTV, CTV, Refrigerators and Air conditioners.

•

Efforts to reduce power consumption of all its final products.

2) Benefits derived as a result of the above R& D.

The company has derived the following benefits as a result of the Research and Development: •

Development of new design in product and launch of various new models.

•

Able to compete with the foreign players in the Indian Markets by cost reductions and offer offering ing innova innovatio tion n featur features es and to maintai maintain n market market leader leadershi ship p in Televis elevision ion under  under  Videocon Videocon umbrella.

•

Increase in Productivity. Productivity.

•

Reduction in power consumption of some of the products.

3) Future Plans of action

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In the coming days company is aiming to achieve development in the following areas through Research & Development: •

Manufacturing of components for consumer Electronics Products.

•

Multimedia Multimed ia TV. TV.

•

Plasma Televisions.

•

Launching of New Brands & Sub-brands under Videocon umbrella.

•

Composite Home Entertainment En tertainment system with internet adaptability. adaptability.

•

To work on better features, better quality & improved reliability with reduced/low prices.

Your company always attempts to use the latest and advanced technology in production process. Keeping pace with the technological developments, the company keeps on adding sophisticated equipments with focus on automation to minimize manual intervention in the manufacturing  process thereby ensuring quality of the final products.

Future Plans To strengthen and maintain & its leadership status, the Videocon Videocon group has clearly charted out its course for the future. Aggressive development is in full swing at the R & D Centres to bring out state-of-the-art technologies including True Flat, Slim, Extra Slim, Plasma & LCDs, at the 16

earliest.

Cost rationalization processes - are in various stages - including rationalizing factories in Europe, increasing automation and improvement of efficiency in China, acc essing flass shells from India for international CPT facilities and a lot more - are in various stages of implementation.

Internationally all existing client relationships are being strengthened. The cost competitiveness and increase in capacity in Mexico and Polland has opened up big opportunities in the OEM  business.

Last but not the least, in the domestic d omestic market consolidation with multiple brands paves the wa y for an unassailable lead in the market.

In the Oil & Gas business, having all the basic operator capabilities of a prospecting entity, the group is looking to add more explorations and production depth as also oil bearing assets. The group will also get into gas distribution in India siginificantly. siginificantly.

At present Videocon deals in four sectors: Consumer Durables Thompson CPT (Color Picture Tube) CRT Glass Oil and Gas

17

Consumer Durables Consumer Durables by Videocon have a very eminent position in Indian market and has the largest sale and service market in India. They have an in-house manufacturing units in India. In Consumer Durables VIDEOCON has major part in Indian market. Today, Today, Videocon is household name across the nation- India's No. 1 brand of Consumer Electronics & Home Appliances, trusted by over 50 million people to improve their quality of life. It is manufacturing goods with   price range and brands. There are number of products manufactured by Videocon which as follows:-

Color Colo r telev te levisi ision on:-

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LCD:-

Plasma:-

DVD pla player:19

Multi--media Speak Multi Speakers:ers:-

Refrigerator:-

20

Washing Machine:-

21

Microwave Ovens:-

22

Air conditioner:-

23

Various brands which are takeover by Videocon

Sansui – Sansui is very famous in color TVs and DVD player etc. it has very good share in urban and rural market.

Electrolux – Electrolux is also well known brand in refrigerators. Akai – akai has a very huge market share share in rural market. market. Because its price price is very low and quality is very good.

Kelvinator – kelvinator is also very popular in home appliances and other equipments. Kenstar – Kenstar is one of the major brands in coolers and it is very good image in market.

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Achievements of Videocon

Mr. P.N.Dhoot, P.N.Dhoot, President of Videocon Group, awarded "MAN OF ELECTRONICS" 2005. CNBC AWAAZ has awarded Videocon as India's most preferred Washing Machine Brand

Videocon Videocon takes over Electrolux India.

25

Videocon group, through offshore entity, has acquired the French conglomerate, Thomson's worldwide Color TV Picture Tube manufacturing units.

Chairman of Videocon group, Mr. Venugopal Venugopal Dhoot honored h onored with the “Marathwada Bhushan”

Video ideocon con emer emerged ged once once agai again n as Indi India' a'ss most most Trust rusted ed Consu Consume merr Elec Electr troni onics cs & Home Home Appliances Brand

India's First Rust Free Washing Machine launched by b y Videocon. Videocon.

Introduction to the project

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Project Title

Comparison of Videocon Air Conditioners With other Competitive Companies

Area of study

In the   per perio iod d of two two mont month h of my summ summer er trai traini ning ng my proj projec ectt guid guidee rese resear arch ch topi topicc “Comparison of Videocon Air Conditioners With other Competitive Companies ”.The area I covered was Jaipur city, city, which included inc luded 50 Dealers selling Air Conditioners.

Objective of study

➢

Study of dealer Awareness Awareness about Air Conditioners.

➢

Study of dealer Perception about the Air Conditioners.

➢

Identify the level of dealer satisfaction about Air Conditioners price and quality

➢

Market effectiveness of Videocon Air Conditioners as compare to competitors.

➢

Effect of Advertising Advertising and Sales Promotion Schemes and incentive incen tive on Consumer and Dealers.

➢

To study the position and potential of the product in Jaipur. Jaipur. 27

Objective of research

The main objective of the research is to find out that what the condition of Videocon’s service in the market and know that how consumers and dealers are satisfied with the services which are  provided to them, and we can also say that find out the customer satisfaction level. And other objective is to analyze current scenario of the market in consumer durable sector. And analyze that who is the main competitors of Videocon Air Condition and what is the current position of Videocon Videocon Air Condition in the market.

SIGNIFICANCE OF RESEARCH

“All progress is born of inquiry. Doubt is often better than the over confidence, for it Lead to inquiry & inquiry to invention.” This is a famous Hudson in context of which The significance of  research can well be understood.

1. Research includes scientific & inductive thinking & it promotes the development of the logical  basis of thinking organization. 2. The role of research in several fields of applied economics, whether related to business to the economy as whole, has greatly increased in Modern times. 28

3. Research provides the basis for nearly nea rly all the government policies in our country. 4. Research has it special significance in solving various operations & planning problems of   business & industries. 5. Research is equally importance for social scientists in studying social relationship & In seeking answers to various social problem.

DATA ANALYSIS METHOD

(PROJECT RESEARCH TYPE)

The project research type is DESCRIPTIVE RESEARCH TYPE in which I know what I have to measure & also the adequate method for measuring it along clear-cut definition of “population” I wanted to study.

Since the aim was to obtain complete & accurate information in the said studies, the procedure to  be used was also planned.

Following are the steps to be followed while carrying out diagnostic research studies

1.Formulating the objective of the study (what the study is about & why is it being made) 2.Designing the methods of data collection 3.Selecting the sample 4.Collection the sample 29

5. Processing & analyzing the data 6. Reporting the finding

DATA SOURCES Primary data

Primary data is the information collected for research purpose at han d. Primary data was collected through an interview with the help of a structured Questionnaire, which contained queries that were relevant to the purpose of the Study as well as pertinent; industry related questions. the present study Questionnaire makes use of both open ended and close ended questions.

Secondary data

Secondary data is the information which already exists. Secondary data Collected from journals, magazines, books etc. The secondary data for this research was obtained from textbooks, brochures And internet. Very Very little research specific data was available, hence much Emphasis was given to primary data.

RESEARCH APPROCH

Survey method was adopted in order to collect the primary data required for the Study.

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RESEARCH INSTRUMENT

Questionnaire was designed with open-end close-end questions. The questionnaire was designed in such a manner so as to cater to all the areas and aspects the study.

SAMPLING PLAN

1. SAMPLING PROCEDURE: RANDOM SAMPLING 2. SAMPLING SIZE: 50 RESPONDENT 3. GEOGRAPHICAL COVERAGE: JAIPUR. 4. DURATION OF THE SURVEY: 2 months

DATA DATA ANALYSIS ANA LYSIS

Logical analysis of data is done through tables, frequencies and percentages have been worked out and also some other stastical tools like correlation and regression is also done.

PLAN ANALYSIS

The data collected have been numbered and tabulated for the purpose of analysis. Percentage has  been calculated for all the tables and different charts have also been prepared and correlation and regression is also calculated. On the basis of analysis, influences have been drawn. Summary of  findings have been recorded and suitable suggestion are given to improve the business at Videocon industries limited.

LIMITATIONS OF THE STUDY

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In spite of working under the banner of such a magnificent company and also under the guidance of highly matured, capable, and understanding people certain constraints do played the role of  hindrance in the way of accomplishing the assigned task. I would definitely like to share those aspects too

1. Non-cooperation shown by certain retailers and their ignoring attitude. 2. Each and every region is not easily accessible. 3. A limited time frame i.e. of just 8 weeks, due to which we were not able to reach those destinations which we wish we would. (4) Secondly, we cannot say that the data taken for our study is fully adequate to get the desired or accurate result. (5) It takes very long process for finalization the dea l.

DATA DATA ANAL ANALYSIS YS IS

Total sample size which I have taken, is 50 dealers in Jaipur. In which 29 dealers are dealing in Videocon and rest 21 dealers are not dealing in Videocon. Videocon. 32

Dealers & Non Dealers

Dealers

37

Non Dealers

13

Total

50

Interpretation

Here we can see that 74% dealers are dealing dealing in Videocon ideocon AC and remaining remaining are not.

1. Which brand of air air condition condition is most most selling selling in your your shop? shop?

SAMSUN

LG 38 %

G 10 %

VOLTA

VIDEOCON 22 %

33

S 27 %

Interpretation

In selling point of view here we see that in market LG lead With 38% and other  companies are less in according to LG.

2. Which company provides provides you you better better promot promotional ional scheme? scheme?

SAMSU

LG 22 %

NG 17 %

VIDEOCO  N 56 %

VOLT AS 5 %

Interpretation

Videocon leads with its promotional facilities.

34

3. What company company provid provides es you more more for the advertis advertisement ement of of air conditi condition? on?

PAMPHLETS 56 %

HOARDINGS DANGLERS OTHERS 24 %

5%

15 %

Interpretation

Most commonly pamphlets are used followed by hoardings and Danglers.

35

4. Which type type of air conditio condition n is mostly mostly preferred preferred by the customer customer??

SPLIT-

 TOWER-

CASSETTE-

AC

WINDOW-AC

AC

AC

68 %

18 %

3%

1 %

Interpretation

Split AC is most widely used followed by Window AC, Tower AC and Cassette AC.

5. In future future if you you will sell sell the air air condition condition then which which brand brand you will will prefer? prefer?

SAMSU

LG 40 %

NG 10 %

VIDEOCO  N 29 %

VOLT AS 21 %

36

Interpretation

Dealer Dealerss have have Chosen Chosen LG as a first first choice choice follow followed ed by Videoco ideocon, n, Voltas oltas and Samsung.

6. Plz Rate.

S.NO. FEATURES \ BRANDS

1

BRAND IMAGE

2

PRODUCT QUALITY

3

PRICE

4

PRODUCT RANGE

LG

SAMSUNG

BRAND IMAGE LG

SAMSUN G

VIDEOCO N

VOLTA S

21 %

12 %

32 %

35 %

37

VIDEOCON

VOLTAS

Interpretation

The above graph suggests that in market Voltas has best brand image, followed by Videocon, LG and Samsung.

PRODUCT QUALITY LG

SAMSUN G

VIDEOCO N

VOLTA S

35 %

14 %

21 %

30 %

Interpretation

The above graph suggests that LG has best product Quality, followed by Voltas, LG and Samsung.

38

PRICE

SAMSU

VIDEOC

VOLT

LG

NG

ON

AS

31 %

17 %

6%

46 %

Interpretation

The above graph shows that Videocon has lowest price in the market, followed by Samsung, LG and Voltas.

PRODUCT RANGE 39

SAMSU

VIDEOC

VOLTA

LG

NG

ON

S

39 %

21 %

12 %

28 %

Interpretation

The above graph shows that LG has maximum product range, followed by Voltas, Samsung and Videocon.

7. Which brand brand of air conditi condition on is firstly firstly preferred preferred by the the customers customers & why? why?

SAMSU

VIDEOC

VOLTA

LG

NG

ON

S

26 %

24 %

13 %

37 %

40

Interpretation

The above graph shows that Voltas is most preferred, followed by LG, Samsung and Videocon.

8. Which distr distributer ibuter of air condition condition provides provides you you better service? service?

SAMSU

VIDEOC

VOLTA

LG

NG

ON

S

37 %

26 %

13 %

24 %

41

Interpretation The above graph shows that LG provides best service, followed by Samsung, Voltas and Videocon.

9. Do you get quickly informed about the new schemes?

YES

NO

95 %

5%

Interpretation The above graph shows that maximum dealers are award for new schemes.

42

10. Customer schemes help in increase the sale of product?

YES

NO

98 %

2%

Interpretation The above graph shows that maximum dealers dealers says that it help for increasing sales.

43

11. Any customer schemes currently run by different brands?

BRAND

SCHEMES

1 VIDEOCON

YE S

2 VOLTAS

NO

3 LG

YES

4 SAMSUNG

NO

12. Level of satisfaction, if satisfied.

Highly Satisfied

Satisfied

Del Delight ighted ed

Diss Dissat atis isfi fied ed

High Highly ly diss dissat atiisfie sfied d

1 %

62 %

5%

23 %

9%

Interpretation The above graph shows that maximum dealers are satisfied with Videocon. Videocon.

44

CONCLUSION From above Literature review and findings we can say that Videocon needs to redesign its marketing strategies and improve its after sales services in order to make a success in India. However if Videocon improves the services, then there are quite good chances of a grand success as Indian air conditioner market is growing ver y fast. So Videocon Videocon has two options: 1. Improv Improvee the marketin marketing g strat strategi egies es i.e. adverti advertisin sing, g, promot promotion ionss etc. This could could certai certainly nly help Videocon Videocon to penetrate the tough Indian market and to keep the market share share entact. 2. Improve Improve after after sales sales service service of the Air conditi conditioner oner.. Finally we can conclude that the success (or Sales) of Videocon AC is dependent on after sales service. Indian customers won’t buy it just because of its brand name as quality is also needed for the expected value of money and satisfaction. In other words we can conclude that success of Videocon AC is more dependent on its product quality and after sales service than its price.

Suggestions After studying the various parameters of Videocon AC, we have found out that the sales of the  product is decreasing because of inferior after sales services. We recommend the following:45

1) Improve after Sales Service – It has been found out that

customers find find the after after sales

services of other AC’s AC’s better than their Videocon Videocon brand. So, improvement in after sales service can help in increasing sales. 2) Improve the marketing strategies i.e. advertising, promotion etc. This will surely help Videocon Videocon to penetrate the tough Indian market and to keep the market share share intact. 3) Attractive Attractive schemes must be launched by company in order to attract lower middle class. 4) Increase the number of Engineers in after sales Service department. 5) More promotional campaigns must be started. 6) Number of call centre should be increased.

Annexure

1. Which brand of air condition is most selling in your shop?

(a) LG

(

)

(b) SAMSUNG

46

(

)

(c) VIDEOCON

(

)

(d) VOLTAS

(

)

2. Which company provides you better promotional scheme?

(a) SAMSUNG

(

)

(b) LG

(

)

(c) VIDEOCON (

)

(d) VOLTAS

(

)

3. What company provides you more for the advertisement of air condition?

(a) PAMPHLETS

(

)

(b) HOARDINGS

(

)

(c) DANGLERS (

(d) IF OTHER PLEASE SPECIFY: --------------------------------------------------------

4. Which type of air condition is mostly preferred by the customer?

(a) SPLIT-AC SPLIT-AC

(

)

(b) WINDOW-AC

(c) TOWER-AC

(

)

(d) CASSETTE-AC

(

)

(

)

5. In future if you will sell the air condition con dition then which brand you will prefer?

(a) LG

(

)

(b) SAMSUNG

(c) VIDEOCON

(

)

(d) VOLTAS VOLTAS 47

(

(

)

)

)

6. Plz Rate.

S.NO. FEATURES \ BRANDS

1

BRAND IMAGE

2

PRODUCT QUALITY

3

PRICE

4

PRODUCT RANGE

LG

SAMSUNG

VIDEOCON

7. Which brand of air condition is firstly preferred by the customers & wh y?

(a) LG

(c) VIDEOCON

(

)

(

)

(b) SAMSUNG

(

)

(d) VOLTAS

(

)

Plz Specify.

……………………………………………………………………………………

8. Which distributer of air condition provides you better service?

(a) LG

(

)

(b) SAMSUNG

(

)

(c) VIDEOCON

(

)

(d) VOLTAS

(

)

48

VOLTAS

9. Do you get quickly informed about the new schemes?

(a) YES

(

)

(b) NO

(

)

(

)

10. Customer schemes help in increase the sale of product? (b) YES

(

)

(b) NO

11. Any customer schemes currently run by different brands? BRAND

SCHEMES

1 VIDEOCON 2 VOLTAS VOLTAS 3 LG 4 SAMSUNG 12. Level of satisfaction, if satisfied. a. Highly Satisfied ( c. Delighted e. Highly dissatisfied (

)

b. Satisfied (

)

( ) d. Dissatisfied

)

PERSONAL DETAILS:

NAME…………………………………………………………………….

ADDRESS………………………………………………………………...

PHONE NO………………………………………………………………

49

(

)

BIBLIOGRAPHY 1) www.videoconworld.com

2) www.google.co.in

3) C.R. Kothari, Research Methodology

4) Philip Kotler, “Marketing Management”

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