Videocon air cooler
INTRODUCTION 1.
Project Report Marketing research is the systematic study of facts
relevant to any marketing problems. It is a process of collecting, analyzing and interpreting the pertinent data. Which are necessary for solving a market problem. Marketing research is the means by which obtained about probable market for goods. The reaction of customers to the existing products, there likes and dislikes of the consumers, the effectiveness of the existing selling methods, general market conditions etc., In short it is the investigation or a study of the market condition from the point of view of the marketer. Consumer or customer mind is like a "Black Box" where it is difficult to analyze their behaviour. They behave differently in different situations and the primary function of business ( marketing company ) is to create and maintain
the satisfied customer. Customer is the
pivot around which the entire marketing operations revolve. Customer is superior in the field of marketing and society demands quality of life management. Hence marketing should be well planned, organized, directed, co-ordinated and controlled. Marketing
is
socio-economic
process
social
responsibilities indicates personal obligations of people
Videocon air cooler
and economic process involves the exchange of goods services and their values determined in terms of money prices Hence markers are called upon to anticipate changes
in
marketing
environment
involving
risks,
difficulties and under certainties. The customer taste differs and hence the forecast of changes. Marketing plans and programs can be obtained only by day to day reports which involves present condition and demand in the market. Only such reports can help the markers to attempt for the changes and obtain the desired goals. A report is the collection of data or information or things group on in and around market place about the product they are marketing. Such report may help the marketer to modify change or to adopt a particular marketing strategy. As a case study and part or subject of BBM course, my subject holds with the study of "Sale of Air Coolers" undertaken by HARSHA, Shimoga. My work in this project is to know the details regarding its history i.e., the product "Videocon Air Coolers" fundamental concepts, and its marketing and other details. 2. Products Air coolers are the fast moving consumer durable in these days. Consumer accepts it as a necessity goods as well as luxurious status a powerful motivator of man's behaviour, it is a socially contrived, easily sensed,
difficulty
spotted,
madly
desired
Videocon air cooler and
occasionally
condemned. And never fully gasped but if consumer motion of status (or of the how's and why of its motivation capacity) are nuclear. The badges that specify it are less so. I t is there that concerns marketers. Videocon is a consumer electronic giant of India. Now it has been producing variety of consumer goods, all these goods are familiar tot he Indian consumer. Air cooler is one such product among the several its consumer goods. Videocon adopted so many to meet consumer needs and desired. So this study is conducted to know whether the company is succeed to meet their consumer need or not. By the result of economic reformed
programs
initiated
by
Finance
Minister
Manmohan Singh, there are so many Industries have been emerged in the field of consumer electronics. So 'naturally the competition in this field has been rising. This study includes the competitive nature of air coolers and also whether the company is able to face competition situation in the market. Videocon introduced air cooler to the market at 1991 and has achieved success in these years by adopting good marketing strategy but it is yet to be success to meet consumer demand. Therefore an analysis has to be made so that the reason behind the success and failure side of the company may be studied whether the marketing strategy adopted by the company is up to
Videocon air cooler
the mark or not is also made note of. Due to the highly competition in the consumer goods market all the companies in this field here. Adopted new techniques to satisfy their customers. So there is a need to study whether the Videocon is able face this competition situation in this field.
OBJECTIVES OF THE STUDY • To
study
the
consumer
attitude
towards
the
Videocon air coolers and the company • To make the suggestions to the company for further improvements in its present strategy to accomplish company objective • To know the market share of videocon air coolers • To study the competitive condition in existing among the air cooler • To study the company’s method for increasing the demand in Shimoga • Analyze
the
dealer
care
and
make
suitable
suggestions. • To provide best service to the customers. SCOPE OF THE STUDY The main objective of the study is to know the marketing strategy of Videocon ltd., It includes all the 4p’s of marketing mix, viz, product, price, distribution ( place) and promotion the study has been conducted .on only air
Videocon air cooler
coolers which is one of the product of video con Appliances ltd., 1. The study includes the air coolers sell only Shimoga city. It does not include other model of Videocon air coolers, which are not available in Shimoga city. 2.
The survey through questionnaire, personal
interview etc., has been used to gather information, taking a representative sample size limited to 100 in Shimoga city and only in selected areas. 3.The sample size has limited to 100 because these samples represents all middle class people in Shimoga city. 4.The study include profit and sales of the company which helps us to know the company better. 5.The study involve the invention and development of Air coolers and its principles concept. features etc., are dealt with. 6.Analysis and interpretation of data has been presented. 7.Finally with the help of gathered information an analyze is made about the behaviour of existing consumer and potential consumer. METHODOLOGY Methodology employed differs from one project to another depend upon the nature of the problem and the extent to which information required. Methodology means the methods connotations used to work out the problems
Videocon air cooler
This study carried out by using the system of following methods 1. Presentation 2. Sources of information: (data) • Primary data • Secondary Data Primary
data:
Primary
data
is
collected
through
questionnaire and interview sources are consumer's dealers etc., Secondary data: Secondary data are collected from company
catalogue,
trade
Journals,
Literatures,
magazines, company annual reports, library etc., 3. Sample technique 4. Study and analyze of information 5. Comparison and interpretation 6. Findings and Suggestions LIMITATIONS • The information collected from customers is based on questionnaires and face to face interviews. So the response of some customers were not good and their opinion are possible for change in other occasions. •
In this study only products of Air cooler which are sold, stocked, demanded in Shimoga city are taken into consideration.
• The data collected through the questionnaire and
Videocon air cooler
interviews are assumed to be factful.
• Certain confidential data were not reveled by the company and that the information produced by them is assumed to be authentic. • There
may be accruing
sampling bias In the
collection of data to un-representation sampling. • There is no office of Videocon in the city so some necessary information is collected from dealers which are assumed to be factful. CHAPTER SCHEME The chapter scheme of the report IS as follows. The report contain seven chapters. The first chapter is the introduction, which gives us a brief introduction of the project, objectives of the study, scope, methodology and limitations of the study. The second chapter contain the product history of the air coolers. In this chapter, parts and working of air coolers, models of air coolers has been presented.. The
third
chapter
depicts
brief
profile
of
the
company. It contents History of the company, flagship of the company, performance aim and strategy of the company and the new ventures which are the company now entering. The fourth chapter contains brief profile of the agency.
Agencies
history,
organisation
marketing mix strategy and service facility.
structure,
Videocon air cooler The fifth chapter of the study contain the marketing mix of Videocon limited in this chapter the marketing mix strategy adopted in Videocon has been explained. The sixth chapter analysis and interpretation of data has been presented. This chapter also includes market competition, sales of different air coolers market share of air cooler in Shimoga city has been discussed. The seventh chapter contains the summary of Findings, Suggestions and conclusions. The Appendix which is presented at the end of the report
contains
the
format
of
questionnaire.
PRODUCT PROFILE
Bibliography
and
Videocon air cooler Status - a powerful motivator of man's behaviour, it is socially contrived, easily sensed, difficulty spotled, madly desired and occasionally condemned. Air Coolers, now a symbol of status of a person, has been replace fans. As the income of the person is increasing he change his life - style, so he has come to air coolers from fans. Invention and Development Invention of air coolers has a long history. The Air cooling system was first invented by Stuwart Willer Carrier in 1902. But this system was came into existence after the invention of air conditioning system in 1906. Important innovation in cooling technology followed. The development of refrigeration machines for food storages played a role but the key element was willer carrier's 1906 patent that solved the problem of humidity removed by condensing the water vapour on droplets of cold water sprayed in to an air stream. Starting with humidity control in tobacco and Textile factories, carries slowly developed his system of man made weather. Finally applying it together with heating, cooling and control devices as a complete system in Graumann's Metropolitan Theater, Los Angeles in 1922, the first office building air conditioning by carrier was the 21 store Milen building in 1928 at San Antonio. In 1960s the dual duct system appeared both warm
Videocon air cooler
and cold. air were centrally supplied to every part of the building and combined in mixing boxes
provide the
appropriate atmosphere. The dual duct system also consumed much energy and when energy prices began to rise in the 1970, both it and the weather master system were supplemented by the variable air volume (VAV). systems, which supplied conditioned air at a single temperature, the volume varying according to system requires much less energy and widely used. Since then so many new models of air cooling devices were entered with so many features. They can be shifted from one place to another, then portable little cooler, which have trolley easy to move were exists. Then remote controls were came in to existence. Parts of the air cooler : a. Blower / Fan Blower is the main part of an air cooler. Which is specially devised to ::,low the air forcely out of the cooler b. Sprayer Sprayer is another part of the Air Cooler. Which is used to spray the water behind the blower In some air cooler instead of sprayer the pads or mats are used which are rotating continuously through water tank c. Cooling Pads Cooling pads are also an important pal1 of an air cooler. Which are used to control the humiditities for
Videocon air cooler
better cooling. The cooling pads are made by nonconducting material like, wool wood, hay, synthetics etc. d. Water Tank
It is the tank used to collect water, different cooler have different size of the tanks. e. Louvers Louvers are used to adjust the directions of flow of cooling air in some air cooler it is four way movement and in some air cooler it is two way movement. f. Ice Chamber It is the ice tray used in some air cooler to put ice pieces to maintain low temperature of water to set highly cooled air Working of Air Coolers : The working of air cooler is very simple the above mentioned components are essential to work an Air Cooler. When switch on the cooler the blower is start to run and the pads are also start to rotating by immersing in water frequently then when these wet pads come near to the behind of blower the water droplets will forced to our through the blower. The cooling pads are help to maintain cool atmosphere inside the air cooler by wetting continuously. In some kinds of air coolers a small pump is connected to the water tank when switch on the cooler the pump is start to work and water is lift by this pump from the tank and sprayed behind the blower than the small
droplets will sprayed out with the air which is
nothings but cool air.
Videocon air cooler Models of air cooler : The air cooler is one of the delicate product because it always contain water. If inside material used in air coolers are not good quality there may be some possibility of it will be lost its life. So Videocon gives much emphasis on its quality products by using good quality of materials. There are different types of Videocon air cooler which are available in the market of Shimoga, they are; 1. 2503 CDX 2. Climatizer 3501 C 3. Coolex CW 9403 S 4. Coolex CW 9405. 1. Videocon Little Cooler -2503CDX It is new model, it is very little it is suitable for small offices and bed rooms, it has the following features. a. Polystyrene body b. Three speed air blower c. Air delivery up to 15 feet d. Moring synthetic pads e. Oscillatory lowers f. Ice tray g. Dust filter service 2. Climatizer 3501 C It is a big movable cooler which is affixed with trolley.
Videocon air cooler
Special features:
a. Special ABS body to withstand extreme climatic conditions b. Tank capacity of 45 liters for larger cooling period c. Easy to wheel trolley. 3. Coolex CW 9405 S It is a window coolex having the following features. a. Cool big rooms with optimum efficiency b. Tank capacity of 45 liters 4. Coolex CW 9405 It is also a window cooler Special Features a. Special humidity control facility b. Auto drain facility. Specifications: Category
Model No Features Cooling Area Sq. Ft Air Delivery (in CFM) Grill Water level indicator Cooling pads Louver movement Net size of the body Length (cm) Breadth (cm) Height(cm) Water capacity (lts)
Little
Climatizer
Coolex
Coolex deluxe
Cooler
Desert
window
window cooler
2503CDX
Cooler 3501C
cooler 9405 S
CW 9405
80 350 Provided Mechanical Mesh 4 way swing
500 1500 Provided Mechanical Wood wool 4 way swing
300 1000 Mechanical Wood wool 4 way swing
300 1000 Mechanical Wood wool 4 way swing
34.5 34.5 64.0 10.5
67.0 58.0 100.0 45.0
60.2 62.0 48.4 45.0
70.5 65.0 48.0 45.0
Videocon air cooler Net Weight(Kgs) Warranty (yrs)
10.0 2
25.0 1
25.0 1
25.0 1
Now a days the Videocon company produces new type of air coolers. The brand name was changed as Kenstar for air coolers. The Kenstar appliances Limited will produce following types of air cooler. 5. Turbo cool -9704 6. Turbo cool Junior – 9705 7. Little cooler plus 9702 8. Tall cooler -9820 HK
5. Turbo cool -9704 Features: a. Large cooling capacity: 50 Sq. mtrs b. Ideal for Halls, Banks and Offices c. Suitable for dry and arid Climates d. Large tank capacity -40 lts for longer cooling e. Float valve attachment for continuous flow of water. f. Ice chamber for enhanced cooling g. Trolley optional 6. Turbo cool Junior – 9705 Features: a. Cooling capacity: 50 Sq. mtrs b. Suitable for dry and arid Climates c. Tank capacity -40 lts for longer cooling
Videocon air cooler
d. Water level indicator
e. Float valve attachment for continuous flow of water. f. Trolley optional 7. Little cooler plus 9702 Features: a. Large cooling capacity: 85 Sq. mtrs b. Ideal for cubicles, Offices and large air conditioned rooms c. Suitable for dry and arid Climates d. Large tank capacity -13 lts for longer cooling e. Ice chamber for enhanced cooling f. Castors for easy mobilities. 8. Tall cooler -9820 HK Features: a. International design, Compact and space saving. b. Cooling capacity 12.5 Sq mtrs c. Ideal for dry and humid climates d. Water tank capacity of 15 ltrs e. Castors for easy mobility f. Honey comb for excellent cooling. These all have same technology but they are differ from their size capacities and other mechanical features. These all cooler are built by high quality fiber cover. So there is no fear about rust. These are light weight and can be transferable from one place to another place. Category
Turbo Cool
Turbo Junior
Cool Little Cooler
Tall Cooler
Videocon air cooler Model No 9704 Features Cooling Area Sq. Ft 5 Air Delivery (in 2550 m3/hour) Speed control Grill Water level indicator Cooling pads Louver movement Net size of the body Length (cm) Breadth (cm) Height(cm) Water capacity (lts) Net Weight(Kgs) Warranty (yrs)
9705
9702
9820 HK
25 1700
8 751
12 1360
3 Provided Mechanical Wood wool
3 Provided Mechanical Wood wool
3 Provided Mechanical Synthetic
3 Provided Mechanical Honey comb
Motorized
Motorized
pad Motorized
Motorized
640 540 910 40 25 2
640 540 550 40 22 2
430 315 660 13 10 1
420 430 970 15 13 1
Products manufacturing under Videocon International Ltd., Products Tv Sets Audio Products Air conditioners
Year of Launching 1987 1989
The silent features of the past performance of VIL are as under FINANCIAL HIGHLIGHTS: Particulars Sales and income Earning
Rs. In Crores 2003-2004 2004-2005 other 1724.36 2109.50
before
depreciation and tax Interest Depreciation Income Tax
int 177.59 58.02 24.99 12.45
2005-2006 3090.46
20006-2007 5400.26
324.89
450.92
510.02
129.07 67.50 4.50
210.05 82.66 8.50
320.45 102.33 10.52
Videocon air cooler Net Profit Divided(%) Equity Share Capital Reserve and surplus Net works
82.13 35 51.67
123.82 35 71.06
172.92 35 84.72
244.30 35 102.61
873.90 925.57
1251.34 1322.40
1750.29 1655.23
2050.04 1945.82
Videocon Appliances Ltd., Val was incorporated in 1988. at 31st December 1993, 22 percent of its share capital was owned by the Dhoot family, and 2.9 percent was owned by VIL, with the remainder being in public hands. Products manufacturing under Videocon International Ltd., Products Washing Machine Refrigerators Air Coolers
Year of Launching 1980 1991 1991
The silent features of the past performance of VIL are as under Financial highlights: Rs. In Crores 2003-2004 2004-2005 3859.5 4402.5 35.8 15.2 155.9 277.6 142.04 245.11 280.8 330.8 2009.3 2053.6 2209.1 2384.3 31.0 36.4
Particulars Sales Other income Profit before tax Profit after tax Equity capital Reserve and Surplus Networks Divided (%) Profitability ratio (%) Profit before tax 4.0 Profit after tax 4.2
6.3 6.3
2005-2006 5535.4 10.3 320.9 290.04 330.8 3293.7 3624.4 36.8
20006-2007 8079.8 13.2 355.4 320.92 330.8 3306.9 4327.6 27.5
5.8 5.8
4.3 4.3
Videocon air cooler
Videocon VCR Limited (VVL) VVL was incorporated in June
1989. at 31st Dece
1993, 20 percent of its share capital was held by the company. 16.66 percent by Toshiba. 8.33 percent by Mitsubishi and 5 percent by the Dhoot family’s with the remained being in public hands. VVL manufactures VCRs and VCPs at its plant in Bhalgon in Maharashtra, in technical collaboration with Toshiba, all these products are sold to the company.
Products manufacturing under VCR Ltd., Products Video Cassette
Player
Year of Launching and 1990
Recorders
The silent features of the past performance of VCR are as under Financial highlights: Particulars Sales Other income Profit before tax
Rs. In Crores 2003-2004 2004-2005 6932 8250.61 240 260 540 620
2005-2006 8450.26 310 410
20006-2007 10200.55 375 520
Videocon air cooler Net Profit Equity capital Reserve and Surplus Divided (%)
480 750 943 20%
540 820 1043 20%
390 720 1200 30%
465 720 1720 30%
Colour TVs: The Videocon started manufacturing colour Tvs in 1984 and is largest selling brand in the country “an undisputed Leader” Videocon is renoconed for bring you the latest innovations in TV technology like PIP, FST, Bazooka woofer etc., Videocon is more than 1.2, million satisfied colour TV owners and it has leading market share of 30.1% one out of every four colour TVs sold is a Videocon. Refrigerators: The production of refrigerators was very recent in 1991 and has entered refrigerator market in 1992. first
with
manufactured
“No-frost” in
technology
technical
design
the
refrigerators and
collaboration with Mactsushita refrigeration Co.,
drawing Japan
manufacturer of the national refrigerator. Videocon entered the refrigerator market only in 1992 but is already no. 3 despite competition from no. 1 holding 30.6% and no.2 holding 25.7% which have been in the market for over 30 years. Washing Machines:
Videocon air cooler Videocon
started
the
production
of
washing
machines in 1987 and today is first to launch international quality washing machine in India. First with Neuro Fuzzy Logic. The Videocon washing machines have come a long way from only two models in 1988 to seven models today and another 3 models to be launched by the end of the year. The
Videocon
washing
machine
is
a
proud
possession in 10,00,000 homes and is rated to be best consumer product to be made by any company in the country. Over 100 washing machines roll out each day from the Videocon appliances Ltd., plant it holds 56.7 of the total market share of washing machines. Air Cooler: Videocon started the production of the air coolers in 1989, Videocon co., manufacturers Air coolers in different models. Air coolers are become essential. Market share of Videocon is more than half of the total market of all air coolers.
Videocon air cooler
CHAPTER 6: The survey was conducted to know the different aspects of consumer behavior regarding air coolers. Such as, the types of air cooler used for knowing the reasons for using it market share of Videocon air cooler, consumer opinion about the Videocon air cooler. Future demand of the product and to provide suitable suggestions for Videocon company to improve the market share and to enhance the consumer satisfaction. MARKET COMPETITORS OF AIR COOLER: In Shimoga city 4 branches of air cooler are available namely, Videocon, Symphony, Usha, Crompton Graves. All the companies of these 4 brands have appointed dealers to sell their products. All the 4 brands are slightly differ in prices, sales and other features. Each one of the brands are come with attractive colors and sizes. Videocon offers
Videocon air cooler
its product prices from the range of 3500 to 8500 in between these ranges there are 5 models are comes. The prices of symphony are from Rs. 2750 to Rs.7500, 10 models are come under this range.
In this study the
consumer opinion are collected through questionnaire. From
the
questionnaire
it
has
founded
that
why
consumers by Videocon air cooler and why they choose particular model and their opinion about the company etc. Among 100 respondents 55 percent samples has been used to collect from existing customers and remaining 45 percent are used for potential customers who are intend to purchase. Sales of Different Air Cooler: Year
Companies Videocon Symphon
2003-04 2004-05 2005-06 2006-07 Total
105 163 209 231 708
y 40 62 43 147 342
Crompto
Usha
n 38 56 79 173
30 45 75
Source: company Dealer. The above table shows that in 2003-04 the sales of Videocon air cooler was 105 pieces. In 2004-05 it was 163 pieces. In case of symphony it was in 2003-04, 40 pieces, but in 2004-05 it was 62 pieces. Market share of Air coolers in Shimoga City:
Videocon air cooler Name Videocon Symphony Crompton Greaves Ortem Metro Usha Un branded Total
No of respondents 32 10 05 03 02 03 55
Percentage of total 64 18 7 4 3 4 100
From the above table market share of Videocon is more than half of the total market of all other air coolers. Purchase of Videocon air coolers on the basis of Income group: Income group in Rs. No of respondents
Percentage of total
(Rs. Per month) 5000-10000 10000-15000 15000-above Total
17 33 50 100
Among
55
6 10 16 32 respondents,
32
respondents
have
Videocon air coolers. So here it has calculated the percentage for 32 respondents. Classification on the basis of purpose of usage: Purpose Home Shop Office Total
No of respondents 6 10 16 32
Percentage of total 16 34 50 100
From the above table it is clear that 50 percent of customers are purchased air cooler for the purpose of
Videocon air cooler
their office us, and 34 percent of customers were purchased air cooler for shop, and for home purpose it is 16 percent. Consideration of Air cooler by customer: Features Comfort Luxury Essential Total
No of respondents 20 5 7 32
Percentage of total 60 18 22 100
The table shows that 60 percent of customer consider air cooler as comfort, and 18 percent of customer treated, it as luxury and 22 percent of customer consider air cooler as essential for Shimoga climate. Media through which the consumer come to know about Videocon air cooler: Media No of respondents Press 2 TV 13 Out door 3 Dealer 4 Friends and relatives 10 Total 32
Percentage of total 6 40 8 11 35 100
The above table shows that the T.V. and friends and relatives plays dominant cooler. 40 percent of customer have to know air cooler through TV. And 37 percent of customer have to know air cooler through their friend and relatives. Features Excellent
No of respondents 8
Percentage of total 26
Videocon air cooler Good Fair Poor Total
14 7 3 32
40 33 11 100
The following figure shows that 40 percent of customers are opinion that the after sales service provided by the company is good, and 33 percent of customers are opinion that the after sales service is provided by the company is fair. But only 11 percent of customers are dissatisfied by the after sales service facility of the company. Classification of opinion Classification on the basis of preference of feature Features Trolley Louvers Movements Water Level
No of respondents 9 14 7
Percentage of total 24 44 20
Indicator Ice tray Total
2 32
12 100
The above table convince the features perform once by the customer, 24 percent customer prefer trolley, out of 55 respondents, 22 respondents that is 44 percent have prefer mechanical movement of Louvers, mechanical draining etc., Classification on the basis of Influencing factors: High
Moderate
Low
Videocon air cooler Features No
of %
Res. Price 14 Performance 26 Style and Colour 15 After sales 24 service Brand image Financing Recommendatio
27 8 5
No
38 80 48 71
Res. 6 6 10 5
82 29 11
3 7 1
of %
No
of %
13 20 31 16
Res. 12 0 7 3
49 0 21 13
11 16 6
2 17 26
7 64 82
n by other
Features Satisfactory Un Satisfactory Total
No of respondents 19 13 32
Percentage of total 60 40 100
According to the table, only 60 percent of customers satisfied with the performance of Videocon air cooler. 40 percent are satisfied by the working of air cooler. Feature demand for air cooler in Shimoga city (Survey of Potential customers) Brands Videocon Symphony Cromption Usha Total
No of respondents 20 14 7 4 45
Percentage of total 47 40 9 4 100
Among 100 respondents 45 respondnets are potential customers. Their opionion is different from the existing customer. According to the above
Videocon air cooler
table 47 percent of customer have been interest to own an Videocon air cooler and 40 percent of customer have interested to buy symphony air cooler and 09 percent of customer are shows interest to purchase Crompton graves. Usha and other
brands
have
lost
significant
to
attract
customers towards them. Factors consider to buy the air cooler: High
Moderate
Low
No
No
Features No Price Style and Colour Brand image
Res. 9 28 30
of % 13 73 80
Res. 5 11 9
of % 6 23 14
of %
Res. 25 6 6
From the above table it is clear that 80 percent of the prospective customers have consider this factor, and 73 percent of customer consider style and colour. 30 percent of customer take in to consideration of price factor while buying an air cooler.
64 3 6
Videocon air cooler
COMPANY PROFILE History of the company "Bring home the leader" a familiar slogan for Indian people. Starting with a Rs. 60 lakhs loan from late N.M Dhoot in 1974. It was started with the name Videocon Ltd." A Single company but now it has been grouped in to 5 flag ships. It has been discussed latter. Being India as one of the largest democratic country in the world. It also industrially large. The new economic program had developed to create better awareness about India exp0l1s variety of product all over the world"
made
in India" label is no longer looked down upon. It has in fact acquired some prestige. Videocon is one of the consumer electronic giant of India. Videocon has made its mark with home appliances with future that match the best in the world. In the Indian market the products of Videocon branded gets more demand because of its quality and more reasonable prices. Now Videocon growing a largest group of consumer
Videocon air cooler
electronic in India. Videocon plants are state of the art marvel of automated technology and its collaboration with world leader gives it a constant infusion of new generation technology. Plant situation The
main
manufacturing
unit
is
situated
in
Aurangabad of Maharashtra state. In Aurangabad it has set up the large plants on the total area of 300 acres to make colour TV, Air conditioners, refrigerators etc., and small units .:ire in Ahamednagar here Audio Products are manufactured. Black and white TV units at Gandhinagr of Gujarat and one colour TV factory near Attibele of Bangalore. The factory is located at 14 km from Aurangabad, the main branch and lead office is located .at Nariman pint, Bombay. There are 62 Branch offices of the company through out India. The manufacturing unit of Video con has its own PCB assembly quality control facility and F.B.T. testing unit. The capacity of manufacturing unit is 900 workers are working with thousands of machines. The Videocon group The principal companies of the Videocon group are the following Videocon International Limited. Videocon international limited, the company is the flagship of the
Videocon group of companies (the
"Videocon Group"). Which was founded -, 1985 by the late Mr. N.M. Dhoot and his family.
Videocon air cooler
The company is one of India's leading consumer
electronic and household electronic appliance companies. The
company
manufacturers
(using
its
integrated
manufacturing facilities) and sells colour and Black and white TVs and audio products. It also sells washing machines, refrigerators, and air conditioners. VCRs and VCPs manufactured by other companies in the Videocon group. The company's registered office IS at Auto Cars Compound, Adalat R.oad, Aurangabad, tv1aharashtra. The company was initially engaged in the assembly of colour and black TVs. At its production facility at Chitegaon near Aurangabad. Using components procured domestically and overseas. In September 1989, the company entered into a technical
collaboration
Corporation
(
Toshiba)
agreement of
Japan
with
relating
Toshiba to
the
:
1anufacture of electronic tuners for colour TVs. In the same year, the company set up manufacturing facilities for and commenced production of electronic tuners and assembly of fly back transformers ( FBTs ) for use in its Colour TVs at its chitegaon plant. The FBTs were manufactured In collaboration with Murta manufacturing co. Lts., ( Murta ) of Japan. In
mid
1991,.
the
company
established
at
Gandhinagr in Gujarat. ?roduction facilities for and commenced the manufacture of picture tubes for use in its Black and white TV s. The company formatted its relationship with Murta in November 1991 by entering
into
FBTs.
production
The
company
facilities
in
Videocon air cooler
currently
India
at
operates
chitegaon
two
near
Aurangabad in maharashtra and at Gandhinagar in Gujarat.
The
technical
collaboration
or
assistance
agreements which the company has with Toshiba, Murat and Tanashin Benki producers for the relevant company to furnish the company with design information for production facilities. Design and recommended brands and models for plant and equipment and design and assembly specifications for Basic product models. The company believes that the chitegaon site has an annual capacity of approximately one million audio products, 4,00,000 colour TVs, one million Black and white TVs and one million electronic tuners, FBTs and ATDNS. At current manpower levels, the chitegaon plant has capacity to produce approximately 6.00.000 audio products, 4,00.000 colour TVs FBTs and ATDNs, Videocon was the first Indian company to introduce in picture in picture, turbo sound, surround sound in colour TV s, largest screen sizes, the full flat square tube, Bazooka technology and the freedom screen affordable high quality range of colour TVs for the price conscious consumer. The plant has a floor area of approximately 1.6 billion square feet and site area of approximately 130 acres and the company owns the freehold title of site. VAL manufactures automatic and semi automatic washing machines, refrigerators, and air conditioners at its plant at chitegaon, It sells all of these products to the
Videocon air cooler
company.
VAL has a technical assistance agreement with Matsushita, the manufacturer of "national" Brand name products, for the manufacture of washing machines. It also has acquired technical designs for the manufacture. refrigerators and air conditioners from Matsushita. VAL manufactures electrical and electrical appliances like.
refrigerators,
washing
machines,
and
air
conditioners. The group company- Videocon international, markets the manufactured by VAL. For financial year 2000, the company has performed exceptionally well. The turnover (net sales) for the said period increased by 46% to Rs 8.08 bn, which was above the targeted growth of 25% year after year. 'Videocon has a 25% market, share in washing machines and a leader in the non-frost segment of refrigerators, over the years the company has moved up the value chain in both refrigerators and washing machines, the refrigerator market is estimated to be around Rs 22 bn while the washing machine market to be around Rs 9 bn. During April 2000 the direct cool segment has recorded 5% growth while the most-free segment grew at around 16%. The Air conditioning (Ac) sector(Rs. 14.7 bn) is still considered a luxury industry therefore subjected to high duty structure. This has obviously effected industry growth. Demand for AC. Is highest around Maharashtra, a highly industrialized state with Mumbai alone accounting for 20% of the demand. Demand growth has slowed down considerably in FY 98
and
FY
99.
Reasons
attributed
Videocon air cooler are
industrial
and
economic slowdown, tight money supply, early monsoon etc, with higher growth of disposal income, thanks to the fifty pay commission. Videocon Narmada Electronics Ltd: VNEL was incorporated in March 1990 by Gujarat Narmada Valley Fertilizer Co., Limited ("GNFC") The Videocon group acquired a shareholding in VNEL in 1992. VNEL has set up a plant at chavaj. Gujarat state for the manufacture of glass shells for colour TV picture tubes and class bulbs for black and white TV picture tubes in technical collaboration with OI-NEG Inc., of united states. The total costs of the project is Rs 3.634.00 thousand (US $
116.130
thousand)
and
it
has
been
successful
completed and commissioned in early 1994. The Videocon group, with the objective of backward integration, joined hands with Gujarat narmada valley fertilizers co, ltd., for the implementation of this 100% import substitution project, the largest investment (450 crores) electronic component. The plant with an installed capacity of 1.7 million glass bulbs for black & white picture tubes and monochrome monitor tubes is located at village chavai, district Bharuch, Gujarat. Till 1994, Indian manufactures of (TV picture tubes were importing glass
shells, VNG is production has
replaced
these
imports,
thereby
Videocon air cooler saving
almost
Rs.
200.crores of precious foreign exchange every year. VNG has now surpassed the norms of performance guaranteed by the collaborator. Techneglas inc., USA and is operation the plant with 50% capacity utilization with efficiencies exceeding international standards. Videocon Leasing And Industrial Finance Limited. VLIF was incorporated in September 1986. The Videocon group and the Dhoot family originally purchased their interest in VLIF in March 1991. VLIF is involved in the business
of
merchant
banking
lease
finance,
hire
purchase investment activities. New ventures a)Videocon petroleum limited ( VPL) capitalized at VS $ 20 'million has a 25 % participating interest in the Ravva offshore field with 109 million barrels of recoverable crude and 1.5 billion m3 of natural gas. VPL has also bid for exploration blocks that could yield over 1.0 billion barrels of oil. b)Videocon power limited is implementing & coal basted 2x500 thermal power project at north madras at an estimated cost of US $ 1.5 billion. ABB is the likely EPC contractor. It is also proposed to captivity mine 4 million tone of coal, beneficiate the same and transport it by ship (750 kms ) to the power station site. c)Videocon - Holzmann is 50 : 50 venture of Videocon and
Videocon air cooler
Phillip Holzmann to bid for B.O.T., B .O .O . and B.O.O.T., project in transport, tourism and Hydro electric sectors.
Videocon air cooler d)Videocon is tied up with Detemobil of FR 4 and is bidding for
providing
cellular
telephone
services
in
India,
Videocon is also bidding for providing basic telephone services with a giant European operator. e) Videocon is staring its office automation division for manufacturing / distributing cellular telephones, pagers, laptops, note books etc., special shopping plazas stocking Videocon branded / Videocon distributed products are being set up in the metros and other large cities. Market Share Of Videocon Company Black And White TVs: Toshiba started in 1952 with B/W TVs is today a leading innovation of technology. Videocon started its production in 1894 was achieved leadership status in the country. Videocon today enjoys a vanguard position by virtue of its marketing, technical and financial strengths. We can notice the share of Videocon black and white TVs are more than other competitive brand (which have been coded A,B,C,D in order to disclose their identies ) holding 145 % of the market share. Items Rs. In Crores Percentage Materials 651.31 71.50% Other expenses 150.25 16.40% Employee expenses 14.89 1.63% Depreciation 11.28 1.23% Interest 20.41 2.23% Income tax 4.00 0.43% Divided 14.71 1.60% Reverses and surplus 48.62 5.32% Today, India is a dominant political & economic force
Videocon air cooler
to reckon with the international scene. New liberalization policy have opened up the nations economy. Industry has been de licensed. The rupee is fully converted into trade account. Approved foreign direct investment leave grown to $ us billion and inflation is down from 16 .5 % to 8.3% quite clearly India means business. The 240 million strong middle class constitutes the largest single emerging market in the world. Today, the company identified exports as a major thrust area & has a recognized trading house its products are exported to Europe, Russia middle east and S.A. Other Events Of Success:1984: A Colorful Year: 1984 India's first truly class colour television was launched
by
Videocon
International
ltd.,
though
a
technical tie up with Toshiba 'corpor ation of Japan. 1988: A Star Was Born: Promoted by Videocon group, Videocon appliances Ltd, was incorporated in 1988, with a proven track record, Videocon home appliances division has become a prince played in washing machine, no-frost refrigerators, air conditioners etc. 1989: New Horizons: The Videocon group promoted Videocon VCR Ltd, through technical
and financial
tie-up with Toshiba
Videocon air cooler
corporation Japan, for the manufacture of sophisticated VCR's & VCP's.
1990: Import Substitution: Videocon Narmada Electronics ltd., a Rs 400 crore TV glass still plant, another joint venture promoted by the Videocon group for 100% import substitution in technical collaboration with world renowned with Ol-NEG
TV
products inc. USA. 1991: Leasing And Financing: Videocon leasing and financing has been promoted by Videocon group. The company is engaged in financial services, viz., Hire purchase, leasing etc., 1995: Steps Towards Diversification - Petroleum: The Videocon "group has entered into an agreement for exploration of oil at Ravva petroleum field in Bay of Bengal, Australia and ONGC. This project is on stream and a commercial product for has already begun. Videocon has endovered to not just make world class products using the most advanced technologies but to bring the culture of convenience entertainment and comfort into millions of Indian names. Videocon today is a household name across the nation.
Videocon air cooler
Apart from this, Videocon is the first Indian company on par with the
world's finest electronic companies,
having won CE or CE approval for exporting its colour TV and Europe. The CE mark is awarded only to products which conform to the high standards of the European community quite clearly "VIDEOCON IS A KING-LEADER" To take up new challenges, to stand tall, to blaze an trail across the world. Indeed, the king is on the move. AGENCY AT A GLANCE: Name
: Prakash Electric Company
Type of Organisation
: Partnership
Date of Birth
: 05-09-1985
Partners
: Mr. Surya Prakash Mr. Ashok Mr. Harish Mr. Suresh Mr. Rajesh
Location
: Ambalpady
Name of Activities
: Retailing
Working Hours
: 9 am to 6.30 p.m.
Number of workers
: 35
Branches
: “Harsha” - Udupi “Harsha” - Mangalore “Harsha” - Shimoga
Introduction and History: M/S Prakash Electric Company is one of the units of
Videocon air cooler
Prakash Group companies. It was situated in Ambalpady.
It was established and started its operation on Its April 1985 with Registration No.30203691 Karnataka Sales M/S Prakash Electric Company was formed under the partnership of Mr. Surya Prakash, Mr. Ashok, Mr.Suresh, Mr. Harish and Mr.Rajesh. The main idea behind starting this concern was to deal in domestic and irrigation pumps of the best quality .In its preliminary stage, the company dealt with only best pumps and with gears. Later the dealing was extended to TVs kitchen appliances, Refrigerators, washing machines, VCR'S / VCP'S, Air coolers etc .. On 9th march 1987, it opened a retail show room under the name HARSHA" (which seems to be the first letter of the names of all the five partners ), at Church Complex, K.M. Marg, udupi. In the year 1992,an another branch was opened in Mangalore. On 12th October 1998. One more branch emerged at S.H. Road Shimoga. Harsha deals in all types of electrical appliances and house hold
articles. It is very well recognized on " the
house wives dream shop". It has become the center of attraction. O rg a
nization:
"Harsha"
is
a
large
scale
retail
organization
Videocon air cooler
resembling a departmental store. Comprising of different line of goods such as washing machines, TV's, audio’s, Home appliances, water heaters etc. To deal with wide range of products "Harsha" is well versed with qualified and well trained work force. Control of the firm: Prakash electric company is a partnership firm and the partners are 1. Mr. Surya prakash 2. Mr. Ashok kumar. 3. Mr. Harisha. 4. Mr. Suresh. 5. Mr. Rajesh. All the partners are working partners control rests of all of teem. No major decision can be taken without the unanimous of all the partners. MANAGEMENT OF THE FIRM: Law confers every partner, the right to take an active part in the management of the firm's affairs. But in prakash electric company, Mr Surya prakash is the managing partner of the firm. He looks after day to day operations of the firm, manager the affairs of the firm to the best of his skill, knowledge and ability and for the greatest common advantage of the firm or well on the partners. He is representing the firm in all circumstances and has the power to negotiate, enter in to an agreement, to keep correspondence and to sign for and on behalf of
Videocon air cooler
the firm. OBJECTIVES OF THE PARTNERS: 1.
Earning adequate profit.
The firm is aimed at earning that margin of profit, which is sufficient need the cost of running the business. 2.
Attraction of consumers:
The firm tries in every possible way to attract the consumers. For this it makes substantial investments 0n advertising and sale promotional activities.
3.
Videocon air cooler
Providing the consumer the branded goods of
various companies, of course, in different colours. Qualities etc. 4.
Making
prompt,
regularly
&
timely
payment of taxes. 5.
Establishment of a democratic & socialistic
society by living special attention to the weaker and neglected sections of the society and by ensuring social justice. 6.
Avoidance
of
profiteering
and
anti
within
and
-social practices. 7.
Maintenance
cleanliness
outside premises 8.
Development of human recourses.
9.
Contribution
towards
social
welfare
by
investing in Government
bonds
this
amount
is
used
by
the
government for the welfare of the society. SALES PROMOTIONAL EFFORTS: Special offers and free So on to meet the Growing needs of the consumers and to increase sale the company makes grand offers viz. a) Annual grand sale: Every year on 9th, 10th, and 11 th of march "Harsha" undertaken grand sales where in goods are sold at great margin of discounts. Exciting contests will be held for purchases made over and above Rs 4000 and free gifts
Videocon air cooler
will be given to everyone taking part in the contest. Free gifts may range from T-shirts to washing machines, almerahs, etc., This annual sale is in fact undertaken as Harsha's birth anniversary sale. b) Monsoon Dhamaka: This grand sale is made during the month of June c) Diwali grand sale: In the midst of colourful lights and crackers this sale is conducted. HARSHA AS A CHANNEL OF DISTRIBUTION: M/s. Prakash electric company acts an a middleman for
numerous
manufacturers.
They
are
functional
middleman i.e. large scale retailers. They buy goods from the manufacturers in large quantities and sell them to dealers and consumers in small lots through their showroom. As it is a large scale retail organisation it is concerned not only with the function of buying and selling goods. The other important functions performed by M IS Prakash electric Co., are :Assembling goods from various suppliers:It collects different varieties of goods from different suppliers and assemble them in the show room for sale to dealers and consumers. Estimation of consumer demand:
Videocon air cooler
The company estimates the consumer demand with the help of item wise sales analysis, estimates future sales and places orders accordingly. Dispersion: Goods-collected and held in showroom are distributed and sold to the dealers and consumers who are widely scattered over different areas to meet their needs and requirements. Storing: The goods are purchased are stored in warehouses to protect them from all sorts of deterioration. Also they hold records of stock and maintain interrupted supply of products to consumer in all circumstances. Risk Bearing: The company after purchasing goods from the suppliers bears the risk arising out of change in demand or taste and preference of buyers, fire, theft disteriration as long as they are not sold. SERVICEOFFERED BY THE COMPANY: • The company keeps ready stock of varieties of products so consumers can buy varieties products whenever they need. • The company bears more risk than the dealer it saves the dealer from risks connected with price fluctuations or any natural calamities. • Many dealers buy goods or credit and make the payment when their customers clear their accounts this company enables the dealers to carryon their
Videocon air cooler
trading with minimum working capital.
• The company acts as un innovator by bringing to the notice of consumer's new products introduced in the market. • The company provides some useful services to the dealers and consumers like free home delivery, credit facilities for purchasing etc., to keep them in connection with the business. •
Since the show room “Harsha" is having various department each having a single line of products it server most of the needs of the consumers at one single place.
MARKETING MIX OF VIDEOCON : Marketing mix is the combination of 4 controable factors of marketing, viz, product, price, promotion and physical distribution. The idea of "Mix" of marketing functions was carried by prof. Niel. H. Borden of Harward Business School. According to him "The marketing mix refers to the appointment of efforts, the combination .The designing,
and
the
integration
of the
elements
of
marketing into a program of mix which, on the basis of an appraisal of the market forces will best achieve the objectives of an Enterprise". The major elements of marketing mix are • Product Mix
Videocon air cooler • Price Mix • Promotional Mix • Distribution Mix Modern marketing is consumer oriented and the marketing is the organization. The marketing mix is a plan designed to achieve the marketing problem. According to Kotlar "marketing mix is defined as " "the set of controllable variables that the firm can use to inf1uence the buyers response". It is marketing mix which enables management to take care of needs, requirements and occupation of the identified consumer.
Videocon air cooler
PRODUCT MIX OF VIDEOCON :
The product mi>s of firm has three main characteristics namely :1. Width which
refers
to
the number of
product lines of company's. 2.
Depth refers to the number of items in each product line.
3.
Consistency
refers
requirements.
Before
to
the the
production product
is
introduced, the firm has to decide: 1.Product lines to be offered - qualities and designs and also services 2.Market to sell - Whom, when, where and what in quantity. 3.New product policy -Research and development program.
Videocon air cooler
Videocon air cooler
Product mix includes -
• Branding Product
mix Videocon:
• Product warranty of• Packaging & labeling • Service facilities
Videocon air cooler
Videocon air cooler
Quality is an attribute which is essential for a product to survival in the market. The Videocon air cooler reflects this attribute in every step. The air cooler is one of the delicate product. Because it always contain water. i.e. inside of air cooler is always wetting if inside material used in air cooler are not good quality there may be some possibility of it will be lost its life.
So Videocon give much emphasis on its quality
products by using good quality of materials. Branding of Videocon air coolers: Videocon air cooler are manufactured under the brand name :-“KENST AR". Now Videocon product are being manufactured international narmada
under Ltd.,
the
Videocon
categories
Video
appliances.
con
Videocon
electronics ltd for all products the common
brand name is Videocon. There is no trade mark or trade symbol for Videocon appliances products. The trade mark for Videocon T.V and audio products is tiger mark. Videocon air cooler are available in 5 models with different size but each model have only one particular colour. PRODUCT WARRANTY: A warranty is an assurance to the quality and performance. It is a written guarantee of the intrinsic value of the products. Videocon company given two year warranty to Videocon little cooler. And 1 year period if any problem of
Videocon air cooler
repair is arise their warranty card support money back guaranties or free repair guarantees. Packaging and Labeling Packaging is most important factor in the product mix. Package gives protection to the product against external shocks and protect from damaging which may be caused at the time of transportation. For air cooler packing is necessary because the air cooler has a delicate body. While transporting it may get damaged. To avoid the external stocks they pack the cooler with thermo cool sheets and cover with thickest plastic sheet then it is put in a strong box and tied with hard taper. Label given the full information about the product. It may be attached directly to the product. It is quoted on the package. Label including brand name, product name, price of the product, length, weight, direction to use the product contained measures etc. In Videocon air cooler they do not attach the label directly. They give manual along with the product there manual contain all necessary information's about the product. 5ervice Facility: After sale service is another factor which most of all 'companies provides for their customers. It includes free service during the guarantee period and there after at lower charges. It includes repair spare parts and maintenance.
Videocon air cooler
Pricing Mix of Videocon Company: Videocon company fixes the prices for it's products on
the
basis
charges,
of
manufacturing
distribution
cost,
charges,
transportation
various
taxes,
manufacturing profit, advertisement cost, maintenance cost, packaging service charges, warehouse charges, labour charge. It includes dealer margins competitive prices of similar models also be taken in to consideration for fixing the process of air cooler. Apart from the charges, local charges, Transports to showroom also included. The dealer's price and maximum retail price of the air cooler are fixed by the company. PRICES
OF
VIDEOCON
AIR
COOLERS
(IN
RUPEES): Models Prices 9704 Turbo Cool 6860 9705 Turbo Cool Junior 4810 9702 Little Cooler Plus 3365 9802 HK Tall Cooler 4260 These prices includes dealer margin, which of 10 percent to 15 percent margin, the prices of air cooler of Videocon is different from region to region and state to state, because the price includes the transportation and distribution cost. DISTRIBUTION STARTEGY : Physical
distribution
consists
of
all
activities
concerned with the right amount of right product to the
Videocon air cooler
right place at the right time. Distribution of consumers products begin with the producer and ends with ultimate consumer between these two there usually at least on e middlemen, a retailer. Videocon
company
adopt
good
distribution
technique to. reach its products to its customers at right time
in
this
process
the
p1'oduct
move
from
manufacturing unit to branch office, from branch office to the dealers or commission agent then these dealers sell it to the customers. Now the company supposing to appoint the middle agent or distributor in each branch office to facilitate easy and quick distributor of its product. It is because the rapid increase in demand for its products. Channels of Distribution: The dealership is given on the basis of financial position of the dealer. Bank surety, spacious showroom to display the products, god own experience of the dealer etc. In Shimoga city four dealers and a commission agent are selling Videocon products. But now, from one year some other dealers are also, started to sell Videocon products. Promotion Strategy: Promotional
is
an
exercise
111
information,
persuasion and influence. Promotion involver the creation
and
expansion
of
demand.
Once
the
product is decided introduced, its price in the market is decided, then product need the demand from
Videocon air cooler
customers for it's run and this is done through various methods of promotional mix. The
"Promotion
Mix"
is
the
combination
of
all
promotional activities which are help an organization to achieve its marketing goals. The statement 'Nothing happens until somebody sells something". Express rather than well the place of promotional activities in today's business situation. Promotion mix includes -
Personnel
-
Selling
-
Advel1ising
-
Sales promotion
-
Publicity
Personal Selling: Personal selling is the art of persuading people to purchase goods which will give the lasting satisfaction by using methods which consume the least time and effort. It is an ability to remove ignorance, doubt suspicion and objection concerning the usefulness of the product. Advertising:
Advertising
is
impersonal
method
of
communicating message to prospective buyers, through printed or outdoor media which may be purely visual , such as news papers, magazines or medias like radio & television. Videocon personnel advertise in their products in T.V. newspapers, Magazines, in their advertisements they use the slogans "SMALL PACKAGE BIG DEAL, BRING
Videocon air cooler
HOME THE LEADER, THOSE POWER TO COOL FASTER" ,etc.
The advertisement budget of the company varies from 5 percent to 18
perce nt of the turn over. According to a
chief officer of Videocon the T.V.
advertisement are
effective than other media, so they have given more emphasis on T.V. advertisements. In HARSHA they advertise through leading newspapers, banners, hoardings &
posters. They also conduct
exhibitions once in a year. For local advertisement 65 percent
of
expenses
are
given
by
company
remaining 35 percent is to be covered by the dealer.
and
Videocon air cooler SUMMARY OF FINDINGS:1. The rate of sales Videocon air coolers has been decreased gradually from year to year. From the study it is due to low performance of Videocon air cooler. But in case of symphony the rate of sale has been increased. 2. Form the survey it has been found that Videocon air cooler has more than half of the total market share. i.e. 64% and symphony has 18% of market share. 3. From the study it is found that customers are purchase air cooler mainly for 3 purposes. Hence 61 % of customers were buy air cooler for office use and 27% of customers were purchase it for the purpose of shop and very low percent of air cooler are use for domestic purpose. 4. According to the customer air cooler can be categorized on the basis of their convenience they categorized it on for comfort, luxury and essential, maximum number of respondents were felt that air cooler can be used for their comfort. 5. Customers are ranked the different air coolers according to their preference. From the survey it is found that Videocon has got Its rank & symphony has got 2nd rank. 6. In promotional activities T.V. Plays the dominant role to push the Videocon air coolers in the
Videocon air cooler
market. 35 percent of respondents come to know about Videocon air coolers through T.V. media. 7. Maximum percent of customers are felt that the offer sales service provided by the company is good. But 26 percent of respondents are felt that it is poor. 8. 80 percent of the customers were induced by the performance factor to buy Videocon air cooler. It means that while buying an air cooler almost all people take into account of performance of the air cooler. 9. According
to
the
survey
58
percent
of
respondents were satisfied by the performance of the Videocon air coolers remaining 42 percent of customers were dissatisfied by the Videocon air coolers. 10.From the survey it is found that in the future 47 percent of customers will be prefer Videocon air coolers. It is noted that, it will be real if Videocon improve the performance of the air cooler. An air cooler is essential goods of the Shimoga climate. It is found in the survey that marketing strategy used by the Videocon is good but not up to the mark to face competition effectively. Videocon air coolers would have prosperous future if they maintain good marketing strategy. The symphony air coolers will be the future competitor for Videocon air coolers. According to the survey it is observed that the durability and performance of
Videocon air cooler
Videocon air coolers are not so good as compare to
symphony air cooler. From the first view it seems that the Videocon air cooler moving in the market on the basis of its brand image. SUGGESTIONS: If the company adopts following suggestion In its activity it would successfully compete with other air cooler. 1. Most of all respondents felt that the performance of the Videocon air cooler is not so good. So the company should take necessary measure to improve the performance of the air cooler. 2. The
percent
promotional
activities
are
not
sufficient to promote the sales because symphony a one of the main competitor for Videocon air cooler had adopted good promotional activities by going frequent advertisement in print and T.V. media. 3. There are limited colours in present Videocon air cooler model. There colours are fail to attract customers, so they should introduce some more attractive coloured models. 4. he
advertisement
should
give
In
regional
language also then the customers will becomes familiar with the Videocon brand. 5. According to customer the water tank is as weak as the water leaks. So the company should take necessary measure to improve strength of the tank.
6. Company
should
use
Videocon air cooler
synthetic
cooling
pad
instead of hay which is presently used in some models has will be cause bad smell. 7. The company should give more importance to the outdoor advel1isements i.e., posters, hoardings, pamphlets etc. 8. In Shimoga some dealers sell other brands of air cooler along with Videocon air cooler. If ti1ey deals only with Videocon cooler then there is a possibility of increases sales. 9. Now the company is entering in to new ventures, of course, though it is a inevitable decision. The company should not lose interest in the field of consumer electronics. 10.The company have to change its existing models and should introduce well improved new models. 11.The company should have a system of regular and frequent visit and of contact with the dealer as these contact would keep the goodwill of the dealer. 12.To meet the growing demand for the Videocon products the company should increase the size of the sales force. 13.It seems by the survey that the after sales service is not so good so the company should take remedial -service.
action
to
promote
the
after
sales
Videocon air cooler
Videocon air cooler is the market leader now to maintain this position the company have to understand consumer behaviour, competition trends in he markets technological change etc. Now the customer consider air cooler as and luxurious goods but in nature this trend may change and replace to that they will be consider it is an essential goods. If Videocon have not put interest in air cooler products the resent position will be occupied by symphony .So the company should take remedial action which are mentioned above and keep it's no. 1 position in the market.
62
Videocon air cooler
CONSUMER QUESTIONNAIRE Videocon air cooler Dear respondents, I request you kindly to answer these questions. I will be thankful if you could spare your precious time in answering these questions. 1. Name: 2. Address: 3. Occupation: a) Govt-servant
b)Businessman
c)Agriculturist
d)student
e)others 4.monthly income: a)5000 to 10000( )
b)10000 to 15000( )
c)15000 and above( ) 5.Do you own an Air cooler: Yes( )
No( )
6.If you are planning to purchase a air cooler which brand
do you preferred?
a)Videocon( ) c) usha ( )
b) Symphony ( ) d)others ( ) 63
Videocon air cooler
7.What is the reason for buying the particular Air cooler a)Brand name ( ) c)Quality
()
b) Price
()
d) others
()
e)Status symbol ( )
f) Attractive features (
) g) Others ( ) 8.Do you consider air cooler as a) Luxury ( ) b) Comfort ( ) c) Essential ( ) d )others ( ) 9.Do you have /want your air cooler at a)Home ( ) b) Shop ( ) c) Office( ) 10.You got know more about air cooler through a) T.V.Advertisement ( ) b) Dealers ( ) c) Friends & relatives ( )
d) others ( )
11.Air cooler of your preference should have these features? a) Trolley ( )
b) Ice tray ( )
c) Motorized operation ( )
d) Water level
indicator ( ) 12.Are you satisfied with performance of Videocon air cooler?
{if you already own a air cooler}
a) Yes ( ) b) No ( ) 13.After sales provided by air cooler is ? a) Excellent ( ) b) Good ( ) c)Fair( )
d)Poor( )
14.If not in what respect? 64
Videocon air cooler
a) Price ( ) b) Quality & Perfomance ( ) c) Colour ( ) d) Technical matters ( ) e) Others ( )
15.Do you intend to purchase an air cooler a) Yes ( ) b) No ( ) 16.Any suggestion for improvement for videocon air cooler ___________________________________________ ___________________________________________ Date: Place:
Signature
65
