0601079 advertising and brand image
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Transcript of 0601079 advertising and brand image
A
PROJECT REPORT ON
“ADVERTISING AND BRAND IMAGE OF CONSUMER ELECTRONICS AND ITS
IMPACT ON SALES OF A BRAND”
FORVIDEOCON INDUSTRIES LTD. PUNE.
IN THE PARTIAL FULFILLMENT OFTHE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION
SUBMITED TOUNIVERSITY OF PUNE
BYKARANJE GAJANAN VIJAY
MBA2006 – 2008
VISHWAKARMA INSTITUTE OF MANAGEMENT KONDWA
PUNE – 4110 57
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Vishwakarma Institute of Management
Kondwa, Pune.
CERTIFICATE
This is to certify that the project titled
“ADVERTISING AND BRAND IMAGE OF CONSUMER
ELECTRONICS AND ITS IMPACT ON SALES OF A BRAND” done
at “VIDEOCON INDUSTRIES LTD., PUNE” is a bonafide work of Mr.
KARANJE GAJANAN VIJAY a student of “Vishwakarma Institute Of
Management Kondwa , Pune”.
The work carried by the student under my guidance was found satisfactory &
complete in all respect.
Place: Pune. Prof. M. HALALE
(Project Guide)
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DECLARATION
I, the undersigned honestly declare that, this project titled
“ADVERTISING AND BRAND IMAGE OF CONSUMER
ELECTRONICS AND ITS IMPACT ON SALES OF A BRAND” is a
genuine & bonafide project prepared by me & submitted to Director,
Vishwakarma Institute Of Management , Kondwa in partial fulfillment of
Master Degree In Business Administration.
The project work is original & conclusions drawn here in are based on the
data collected by myself.
To best of my knowledge, the matter presented in this project has not been
submitted for awards of any degree, diploma or membership either to this or
any other institute or university.
Place: Kondwa, Pune.
GAJANAN KARANJE
(Student)
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ACKNOWLEDGEMENT
My first thanks to Dr. S.V. Joshi, Director of Vishwakarma Institute of
Management, Pune; and all those people who helped me during the training
and completion of this Project Report. The list of such people is indeed
exhaustive but a few need special mentioning.
I am thankful to Mr. Shantanu Joshi (Branch Head) for giving me an
opportunity to work in their esteemed organization.
I am grateful to Mr. Praveen Pandey (Project Guide) and Mr. Siddhart
Pingley for their valuable advice and guidance during the preparation of this
report.
I take this opportunity to extend my gratitude for co-operation;
professional guidance and useful help tips provided to me by my guide Prof.
M. Halale, without whose help the project would not have been completed.
Last but not the least, I am thankful to all the dealers, respondents
whom I have interfaced during my training period.
GAJANAN KARANJE
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INDEX
CHAPTER No. TOPIC PAGE No.
CHAPTER 01 INTRODUCTION 07
CHAPTER 02 ORGANISATION -- HISTORY, GROWTH 40
CHAPTER 03 ANALYSIS AND INTERPRETATION
OF DATA54
CHAPTER 04 FINDINGS AND SUGGESTION
81
APPENDIX 88
BIBLIOGRAPHY 93
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Chapter (1)
INTRODUCTION
7
SR. No. TOPIC PAGE No.
CHAPTER 01 INTRODUCTION 07
1.1 Title of Project 09
1.2 Company Selected 10
1.3 Aims And Objectives
of The Study
11
1.4 Research Design and
Methodology
12
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TITLE OF THE PROJECT
“ADVERTISING AND BRAND IMAGE OF CONSUMER
ELECTRONICS AND ITS IMPACT ON SALES OF A BRAND”
IMPORTANCE AND RELEVENCE OF THE STUDY
The training in the organization gives us an idea of different marketing
activities and it is seen how business is done tactfully. It develops
problem solving ability in a candidate.
The 60 days training in an organization for MBA course is not the
answer of all the problems that arise in a particular field. There is no
certain formula for any particular problem but the aim of this study is
to analyze the various advertising activities carried out by various
companies to enhance their sales of consumer electronics (Television),
the image of the brand and what impact it has on the sales of a brand.
Videocon (Main branch, Pune), wanted to know the impact of its
activities on sales as compared to the competitors, which will help in
improving their performances in all stages.
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COMPANY SELECTED
VIDEOCON is number 1 company in the market of consumer goods
and home appliances. So, the company is renowned in India. The company
has achieved a cumulative turn over of more than Rs 5000 crores in
electronics and home appliances.
Videocon electronics has been continually providing superior
technology products and value for money to 10 million households and more
than 60 million customers in India. It has already become numro-uno in most
of its products. It has out performed all its competitors within a span of few
years. It has introduced several new-sophisticated technologies in India to
cater to all desires of the customers. It has continuously developed new
products specially to tap the Indian middle class customers.
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OBJECTIVE OF THE STUDY
Survey was undertaken on the following objectives.
To find out an image of a brand.
To compare the advertising policies of the companies.
To find out the impact of advertising and brand image on sales.
To examine the reason why dealers are interested to sale a particular
brand.
To make strategy to capture the total market.
To identify the company position in the market of consumer
electronics.
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METHODOLOGY
Research methodology comprises of all research activities carried in
connection with the marketing management. Marketing research, systematic
analysis of the marketing problems, model building and facts finding for the
purpose of improvements in decision making and control in the marketing of
the products and services.
Research methodology may be understood as a science of studying
how research is done scientifically. To plan research project, it is necessary
to anticipate all the steps that must be undertaken if the project is to be
completed successfully. These steps are often collectively referred
collectively as research process.
Research methodology states the study undertaken to complete the
project. It includes specification of:
RESEARCH METHODOLOGY
SOURCES OF DATA
COMPLETION OF DATA
SAMPLING PLAN
RESEARCH DESIGN
A research design is simply a framework or plan for study that is used
as a guide in collecting and analyzing the data. It is a blue print that is
followed in completing the project.
The research design specifies the methods and procedures for
acquiring the information needed. It is overall operation pattern or
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framework of the project that stipulates what information is to be collected
from which sources and by what procedures.
There may not be single, standard and correct method of research.
There may be different types of research design to suit different purpose of
research.
There are various types of research design. They are:
o Exploratory Research
o Descriptive Research.
Depending upon the objective of research, marketing research design
is selected.
According to the research objective I plan to choose exploratory
research.
EXPLORATORY RESEARCH
The major emphasis of exploratory research is to extract new insight
into the problem. This research will help to know some facts about other
people preferences and choice.
It helped me in knowing the following information:
o What are the preferences of people towards purchasing the
television of a particular brand?
o How they rate a certain brand?
o How effective are the advertising activities carried out by the
brands for its sales?
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SOURCES OF DATA
The next step is to gather information. There are two types of data.
They are:
PRIMARY DATA
SECONDARY DATA
PRIMARY DATA
First of all, all the sources of primary data from various sources should
be explored and examining the possibility of their use for study.
In many cases the data may not be inadequate or unusable and
therefore, may realize the first hand information.
There are two methods by which primary data can be collected.
They are:
Observation method
Communication method
OBSERVATION METHOD
Observation is one of the methods of collecting data. It is used to get
both past and current information. For example, instead of asking responder
about their current behavior, we may observe the result of such behavior.
The observational method is not used frequently. All the same it is
used especially in marketing experimentation.
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COMMUNICATION METHOD
This method is very popular. The method is used for the project study.
Advantages:
It helped in correcting not only factual data in terms of demographics
but also attitude and opinions.
The recorded data is more reliable and valid.
It is less time consuming and less expensive than observation method.
SECONDARY DATA
Any data, which has been gathered for some other purpose, is the
secondary data in the hands of research.
Advantages
The major advantage in the use of secondary data is that it is more
economical, as the cost of collecting original data is saved.
It saves much of the time of the researcher. This leads to prompt
completion of the project.
Search for secondary data is helpful, not only because secondary data
may be useful but because familiarity with such data indicates the
deficiencies and gaps. As a result the primary data can be collected
more specifically and more relevant to the study.
Finally the secondary data can be used as basis for comparison with
primary data.
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COLLECTION OF DATA
Primary Data:
It involves two aspects. The techniques and tools that are used in
collecting data are as follows;
Techniques
There are two techniques of collecting primary data
Observation
Survey
Secondary Data
The secondary data is collected from various business newspapers and
websites, journal and various magazines. The secondary data gave me brief
overview of the current market situation, the history of the company and the
sales figures of the latest quarter.
RESEARCH INSTRUMENT
In this project most of the data and information collected are in the
form of primary data, so the references and the contacts are very useful
instrument in such data collection.
Here unstructured questionnaire was used which was not pre-decided
depending upon the certain customers and it included both open-ended and
close-ended questions.
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SAMPLE PLAN
Sample plan is very much important for a research; after deciding on
sample instrument and research approach, sampling plan calls for following
decision.
Sample unit
This is very important for a research to decide as to who is going to be
surveyed, or what the sample unit is. In this research different category of
people, dealers were targeted to gather correct and reliable information.
Universe
The universe of the research here were the people and dealers of Pune
from different areas.
Contact Method
The sample method used here was personal visit. This is the oldest and
most commonly used method of marketing research. Naturally it could work
out more accuracy.
Here the unstructured and indirect type of personal question method is
used. The response is then direct and limited to the question framed in the
questionnaire which researchers record simultaneously.
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Sample Size
The sample size in this research was:
200 customers. ({100 customers < Age 40} + {100 customers >
Age 100})
5 branch offices of 5 companies.
50 dealers.
Area No. Area No. Of Dealers
Area No. 01 PCMC 07
Area No. 02 Aundh 02
Area No. 03 Kothrud 06
Area No. 04 Tilak Road 08
Area No. 05 Camp 06
Area No. 06 Khadki/Yerwada 09
Area No. 07 Swargate/ Katraj 04
Area No. 08 Fatima Nagar/ Hadapsar 03
Area No. 09 Main City 05
TOTAL 50
Sample method
Here random sampling method is used.
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Chapter (2)
ORGANISATION –
HISTORY, GROWTH
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Sr. No. TOPIC PAGE
No.
CHAPTER
03
ORGANISATION – HISTORY,
GROWTH
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3.1 CORPORATE PROFILE OF THE
ORGANIGATION
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3.2 BUSINESS PROFILE OF THE
ORGANIZATION
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3.3 LOGO LOGIC 46
3.4 HISTORY & GROWTH 47
3.5 VIDEOCON AT A GLANCE 48
3.6 MAJOR BRANDS UNDER VIDEOCON 49
3.7 VISION & MISSION 50
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3.8 VALUES & PHILOSOPHY. 53
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CORPORATE PROFILE OF THE ORGANIGATION
The Videocon group emerges as a USD 2.5 Billion global
conglomerate continuing to set trends in every sphere of its activities
from a conference room sized assembly line in 1979.
Today the group operates through 4 key sectors :
Consumer Durable Thomson CPT CRT Glass Oil & Gas
Consumer Electronics, Home Appliances & Compressor
manufacturing in India
We enjoy a pre-eminent position in terms of sales and customer
satisfaction in many of our consumer products like Colour Televisions,
Washing Machines, Air Conditioners, Refrigerators, Microwave ovens and
many other home appliances, selling them through a Multi-Brand strategy
with the largest sales and service network in India. Our in-house compressor
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manufacturing technology in Bangalore further supports refrigerator
manufacturing.
Display industry and its components
With the Thomson acquisition Videocon has emerged as one of the
largest Colour Picture tube manufacturers in the world operating in Mexico,
Italy, Poland and China, continuing to lead through new innovative
technologies like slim CPT, extra slim CPT and High Definition 16:9 format
CPT.
Colour Picture Tube Glass
Videocon is one of the largest CPT Glass manufacturers in the world
with a high level of experience and technical expertise operating through
Poland and India. Videocon will leverage on this synergy after the Thomson
acquisition to internally source glass for its CPT manufacturing increasing
efficiencies and lowering costs.
Oil and Gas
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An important asset for the group is its Ravva oil field with one of the
lowest operating costs in the world producing 50,000 barrels of oil per day.
The group has ambitious plans for expansion in this sector globally.
BUSINESS PROFILE OF THE ORGANIZATION
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LOGO LOGIC
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This is the new Videocon symbol. It reiterates the ethos of a company
dedicated to 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.
The new symbol of Videocon asserts its passion for global impact, and
the two ‘E’s on either side represent the Group’s wide spectrum of interests
ranging from ‘Electronics to Energy’. Along with the steely glint, this
communicates the group's global ambition, its strength, sterling credentials
and innovative drive. A symbol that proclaims a paradigm shift. A sign that
represent the new force that is Videocon. Thus recapitulating our principle of
reaching out and touching the lives of millions of people. Worldwide.
HISTORY & GROWTH
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VIDEOCON AT A GLANCE
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MAJOR BRANDS UNDER VIDEOCON
Tie-ups with Global Leaders
Partner Product Nature Of Tie-Up
Samsung Electronics Fly BackTransformers, Tuners
Technical Support
Matsushita Electric Washing Machine Technical Collaboration
Matsushita Electric Air Conditioner Design & Drawing
Matsushita Electric Refrigerator Design & Drawing
Sansui Electric Co. Ltd Audio Productsand Colour TV
ODM for Indian Market
Techneglas Glass Shell Technical Collaboration
Akai Audio Productsand Colour TV
ODM for Indian Market
Hyundai Colour TV ODM for Indian Market
Electrolux AB Sweden Refrigerator,Air Conditioner andWashing Machine
1.ODM & Indian Market2.Sourcing of components for
Global Market3.ODM for Global market
VISSION & MISSION
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Videocon’s mission: a reflection of continuity and change
Videocon’s mission expression has been crafted to envelope both extant
and emerging realities:
“To delight and deliver beyond expectation through ingenious
strategy, intrepid entrepreneurship, improved technology, innovative
products, insightful marketing and inspired thinking about the future.”
A breakdown of the statement above reveals a ‘means and end’
approach, where the end is articulated at the beginning with the means linked
to it.
“To delight and deliver beyond expectation…”: the end
This segment not only underlines the importance of the ultimate goal -
customer satisfaction (‘delight’) and ultimate target - the customer, but also
of intermediate processes and principals, which have contributed to building
a robust, dependable Videocon value chain (‘deliver’). As a result of its
focus on developing loyal customers and reliable associates, Videocon is
able to exceed expectations.
“…through ingenious strategy…”: the means
In the cutthroat world of today, it is only by taking recourse to
advance planning and strategy that a business can hope to survive. Although
textbook strategy has its uses, reproducing it in verbatim for the real world
would be foolish because of the absence of textbook conditions. Thus, there
is a need for a bounded rationality, spontaneity and improvisation that is
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flexible enough for scenarios both imaginable and unimaginable. Videocon’s
ingenious maneuvers 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 odds.
Videocon’s foray into oil and gas is a bold and intrepid endeavor that arises
from immense faith on the surefooted competence of the company’s in-
house managerial 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 customization are the tools
Videocon uses to stay ahead of the competition. This is because a continuous
stream of innovative products excites the market and enhances brand recall.
A strategy that Videocon banks on a lot, especially on the domestic front.
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“…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.
VALUES & PHILOSOPHY
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Shri Nandlal Madhavlal Dhoot, the founder of the Videocon Group,
completed his education in Ahmednagar and Pune. He was a successful
sugarcane and cotton cultivator. As a next logical step to vertical integration,
he boldly took upon an entrepreneurial venture by 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.
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 world-class color Television:
Videocon. 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.
Late Shri. Nandlal Madhavlal DhootFounder, The Videocon Group
(26 February 1932 - 26 April 1993)A man of Ideas. A man of Substance.
A man of Vision.
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Chapter (3)
ANALYSIS AND
INTERPRETATION OF
DATA
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Table No. 01
Title:- Market display share of total Televisions of 21’’
Brand Units Percent
LG 240 22%
SAMSUNG 172 17%
ONIDA 123 12%
VIDEOCON 142 14%
SONY 142 14%
OTHERS 221 21%
TOTAL 1040 100%
Explanation:-
The above table represents the market display share of televisions of
21’’. The total number of units is 1041.
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Source: Survey
Finding:-
In the market of televisions of 21’’, Videocon is at No. 4 position
giving competition to LG, Samsung and Sony.
Thus the brand image of Videocon is the fourth strongest.
Suggestion:-
The brand image of Videocon is weaker as compared to its
competitors like LG, Samsung and Sony. The organization thus should carry
out activities which may increase its brand image much more strong.
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Table No. 02
Title:- Market display share of total Televisions of 29’’
Brand Units Percent
LG 118 22%
SAMSUNG 98 18%
ONIDA 89 16%
VIDEOCON 59 11%
SONY 88 16%
OTHERS 90 17%
TOTAL 542 100%
Explanation:-
The above table shows the market display share of the televisions of
29’’. The total number of units being 542.
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Source: Survey
Finding:-
From the above graph it is clear that LG is leading in the market of
televisions of 29’’. Its market share is 23% to that of Videocon’s 11%.
Suggestion:-
The brand image of Videocon is weaker as compared to its
competitors like LG, Samsung and Sony. The organization thus should carry
out activities which may increase its brand image much more strong.
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Table No. 03
Title:- Market display share of total LCD’s/Plasma
Brand Units Percent
LG 91 26%
SAMSUNG 54 15%
ONIDA 25 7%
VIDEOCON 44 13%
SONY 54 15%
OTHERS 83 24%
TOTAL 351 100%
Explanation:-
The above table shows the market display share of the LCD’s and
Plasma’s. The total number of units being 351.
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Source: Survey
Finding:-
From the above graph it is clear that LG is leading in the market of
LCD’s/ Plasma with 26% followed by Samsung – 15%, Sony – 15% and
Videocon – 13%.
Suggestion:-
The brand image of Videocon is weaker as compared to its
competitors like LG, Samsung and Sony. The organization thus should carry
out activities which may increase its brand image much more strong.
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Table No. 04
Title:- Market display share of total
Televisions/LCD/Plasma
Brand Units Percent
LG 449 23%
SAMSUNG 324 17%
ONIDA 237 12%
VIDEOCON 245 13%
SONY 284 15%
OTHERS 394 20%
TOTAL 1933 100%
Explanation:-
The above table shows the overall market display share of the
televisions, LCD’s and Plasma’s. The total number of units being 1933.
There are five major players in the market of TV/LCD/Plasma namely LG,
Samsung, Sony, Videocon and Onida.
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Source: Survey
Finding:-
From the above representation it is very clear that in the market of
TV/LCD/Plasma, Videocon is enjoying No. 4 position with its display share
being 13% and the market leader is LG with 23%. Samsung’s share is 17%,
Sony with 15%, Onida 12% while the others sum up to 20%.
Thus we can analyze the brand image where LG has strongest
compared to Onida having lowest.
Suggestion:-
The brand image of Videocon is weaker as compared to its
competitors like LG, Samsung and Sony. The organization thus should carry
out activities which may increase its brand image much more strong.
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Table No. 05
Title:- Market share of total Television/LCD/Plasma
Source: Secondary Data from the Internet
Explanation:-
As per the Internet sources these are mainly five major players of
TV/LCD/Plasma in the market in descending order as LG, Samsung, Sony,
Videocon, and Onida. Thus we can analyze the brand image from the
diagram above.
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Finding:-
From the above graph it is clear that Videocon is enjoying No. 4
position along with Sony where LG is at the top. Thus the brand image of
LG is the strongest. Thus the relevance of survey can directly be compared
with this data.
Suggestion:-
The brand image of Videocon is weaker as compared to its
competitors like LG, Samsung and Sony. The organization thus should carry
out activities which may its increase brand image much more strong.
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Table No. 06
Title:- ADVERTISING ACTIVITIES {According to the Dealers(50)}
Activities No. Of Dealers.
TV Commercials LG SAMSUNG ONIDA VIDEOCON SONY
Excellent 8 6 5 3 3Good 22 20 18 12 11Fair 12 18 18 26 24Poor 8 8 9 9 10Total 50 50 50 50 50
Outdoor Activities LG SAMSUNG ONIDA VIDEOCON SONY
Excellent 15 10 7 11 9Good 25 20 12 19 16Fair 7 15 21 13 14Poor 3 5 10 7 11Total 50 50 50 50 50
Press Ads/Magazines LG SAMSUNG ONIDA VIDEOCON SONY
Excellent 12 15 2 4 8Good 24 25 14 19 21Fair 9 7 21 16 11Poor 5 3 13 12 10Total 50 50 50 50 50
Explanation:-
The following are the responses of the dealers regarding the
advertising activities carried out by the various companies. The total number
of dealers is 50. The responses regarding TV commercials, Outdoor
activities, and Press/Magazine advertisements are taken in category of
excellent, good, fair, and poor.
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Finding:-
From the above chart it is clear that according to most of the dealers
the advertising activities carried out by LG and Samsung are far more
positive as compared to the other brands.
For TV commercials 30 out of 50 dealer’s response for LG is
Excellent/good compared to that of Videocon with only 15 out of 50 dealers.
Similarly for outdoor activities only 20 out of 50 dealer’s response for
Videocon is positive as compared to that of LG (40 out of 50 dealers).
In terms of press/magazine advertisements the Excellent/good
response of the dealers is, 40/50 for Samsung, 36/50 for LG, 29/50 for Sony,
23/50 for Videocon, and 16/50 for Onida.
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Suggestion:-
Videocon has got many unique features that other brands do not have.
But the existing customers are unaware about these features. These features
are in need to be communicated in more effective manner as that
communicated by LG, Samsung, etc.
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Table Nos. 07, 08, 09.Title: - ADVERTISING ACTIVITIES {According to the
customers (200)}
Table No. 07Activities No. Of Customers
TV commercials LG Samsung Onida Videocon SonyExcellent/Good 82 43 78 81 82
Fair/Poor 118 157 122 119 118Total 200 200 200 200 200
Table No. 08Activities No. Of CustomersOutdoor Activities
LG Samsung Onida Videocon Sony
Excellent/Good 115 101 65 84 122Fair/Poor 85 99 135 116 78
Total 200 200 200 200 200
Table No. 09Activities No. Of Customers
Press/ Magazine Ads
LG Samsung Onida Videocon Sony
Excellent/Good 139 142 99 117 128Fair/Poor 61 58 101 83 72
Total 200 200 200 200 200
Explanation:-
The following are the responses of the customers regarding the
advertising activities carried out by the various companies. The total number
of customers is 50. The responses regarding TV commercials, Outdoor
activities, and Press/Magazine advertisements are taken in category of
excellent/good, and fair/poor. Table no. 07 represents responses regarding
the TV commercials, table no. 08 regarding outdoor activities and table no.
09 regarding press/magazine advertisements.
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Table No. 07
Table No. 08
Table No. 09
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Finding:-
As this is the slack period of television sales most of the
customers do not come across TV commercials of various brands. However
outdoor activities and press/magazine advertisements show decent response.
LG and Samsung out cast all the other brands in almost all the
activities.
Suggestion:-
Now a days incentives and schemes play a vital role to lure the
customers. Lower middle class customers are more attracted towards gifts,
which must have long-term equity. Hence such schemes should be
implemented.
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Table No. 10
Title:- ADVERTISING ACTIVITIES {Based upon
Observations}
Brand Dealers Out Of 50
LG 32
SAMSUNG 31
ONIDA 10
VIDEOCON 16
SONY 13
OTHERS 9
Explanation:-
This is how the dealers highlight a particular brand in their
showrooms. Total number of dealers is 50.
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Source: Survey
Finding:-
32 Dealers out of 50 highlight LG in their showrooms while
only about 16 dealers out of 50 highlight Videocon in their showrooms.
Suggestion:-
Though Videocon’s reach to the local market dealers is good, its
reach to the modern trend of huge multi-brand showrooms, malls, etc is not
as effective as that of its competitors. The company has to target these
effectively to stay in the competition.
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Table No. 11
Title: - BRAND PREFERRED BY THE CUSTOMERS
{Below Age of 40} (100 customers)
Brand No. Of Customers
LG 31
SAMSUNG 26
ONIDA 9
VIDEOCON 11
SONY 19
OTHERS 4
TOATL 100
Explanation:-
The above table represents the preference of the customers (below
age of 40). Total number of customers is 100.
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Source: Survey
Finding:-
In the market, most of the customers below the age group of 40
prefer LG or Samsung as compared to the other brands. 31% customers
below age 40 prefer LG whereas only 11% prefer Videocon.
Suggestion:-
Most of the sales are accounted by the younger generation.
The company thus has to take appropriate steps to target this section. The
company should work on the color, design, and technology of the product to
make it more attractive.
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Table No. 12
Title: - BRAND PREFERRED BY THE CUSTOMERS
{Above Age of 40} (100 customers)
Brand No. Of Customers
LG 22
SAMSUNG 21
ONIDA 17
VIDEOCON 20
SONY 12
OTHERS 8
TOATL 100
Explanation:-
The above table represents the preference of the customers (above
age of 40). Total number of customers is 100.
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Source: Survey
Finding:-
The preference of older brands shoots up with the age of customers.
The old brands like Videocon and Onida are equally preferred by the older
generation. Here Videocon is preferred by 20% of the customers of age
group of above 40. This shows that Videocon is still popular with the older
generation of the customers.
Suggestion:-
The popularity of Videocon’s brand image can be seen in the older
generation. The company has to perceive this strength and implement new
policies, which can help to make an impact on younger generation too.
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Table No. 13
Title: - Televisions Owned By The Customers.
Brand Units Percent
LG 35 18%
SAMSUNG 32 16%
ONIDA 39 19%
VIDEOCON 36 18%
SONY 12 6%
OTHERS 43 21%
NIL 3 2%
TOTAL 200 100%
Explanation:-
The above table represents the televisions owned by the customers.
Total number of customers is 200.
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Source: Survey
Finding:-
The percentage of older brands owned by the customers is more than
the new brands like LG, Samsung.
Suggestion:-
The company needs to come up with new technologies and
innovations to sustain the competition in the market and enhance its sales.
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Table No. 14
Title: - Sale figures of TV’s for of the previous quarter.
(April, May, June)
Brand Units Percent
LG 9982 28%
SAMSUNG 10046 28%
ONIDA 4563 13%
VIDEOCON 5071 14%
SONY 6028 17%
TOTAL 35690 100%
Explanation:-
The above table represents the sale figures of the various brands of
TV’s of the previous quarter (April, May, June). These figures are primary
sale figures given by the branch offices of each brand.
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Source: Secondary Data collected from branch offices
Finding:-
We can clearly make out the impact of advertising activities and brand
image on the sales. As the activities of LG, and Samsung totally outcast its
other competitors the sale figures too report the same.
Suggestion:-
The impact of advertising and the brand image thus can be figured out.
The company thus has to make its advertising activities more precise which
can enhance its sales.
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Chapter ()
FINDINGS AND
SUGGESTION
61
FINDINGS
In the market of televisions of 21’’, Videocon is at No. 4 position
giving competition to LG, Samsung and Sony.
Thus the brand image of Videocon is the fourth strongest.
(With reference to Table No. 01, page no. 55)
From the graph it is clear that LG is leading in the market of
televisions of 29’’. Its market share is 23% to that of Videocon’s 11%.
(With reference to Table No. 02, page no. 57)
From the graph it is clear that LG is leading in the market of LCD’s/
Plasma with 26% followed by Samsung – 15%, Sony – 15% and
Videocon – 13%.
(With reference to Table No. 03, page no. 59)
From the above representation it is very clear that in the market of
TV/LCD/Plasma, Videocon is enjoying No. 4 position with its display
share being 13% and the market leader is LG with 23%. Samsung’s
share is 17%, Sony with 15%, Onida 12% while the others sum up to
20%.
Thus we can analyze the brand image where LG has strongest
compared to Onida having lowest.
(With reference to Table No. 04, page no. 61)
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From the graph it is clear that Videocon is enjoying No. 4 position
along with Sony where LG is at the top. Thus the brand image of LG
is the strongest. Thus the relevance of survey can directly be
compared with this data.
(With reference to Table No. 05, page no. 63)
From the chart it is clear that according to most of the dealers the
advertising activities carried out by LG and Samsung are far more
positive as compared to the other brands.
For TV commercials 30 out of 50 dealer’s response for LG is
Excellent/good compared to that of Videocon with only 14 out of 50
dealers.
Similarly for outdoor activities only 20 out of 50 dealer’s response for
Videocon is positive as compared to that of LG (40 out of 5o dealers).
In terms of press/magazine advertisements the Excellent/good
response of the dealers is, 40/50 for Samsung, 36/50 for LG, 28/50 for
Sony, 23/50 for Videocon, and 13/50 for Onida.
(With reference to Table No. 06, page no. 65)
As this is the slack period of television sales most of the customers do
not come across TV commercials of various brands. However outdoor
activities and press/magazine advertisements show decent response.
LG and Samsung out cast all the other brands in almost all the
activities.
(With reference to Table No. 07, 08, 09, page no. 68)
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32 Dealers out of 50 highlight LG in their showrooms while only
about 16 dealers out of 50 highlight Videocon in their showrooms.
(With reference to Table No. 10, page no.71)
In the market, most of the customers below the age group of 40 prefer
LG or Samsung as compared to the other brands. 31% customers
below age 40 prefer LG whereas only 11% prefer Videocon.
(With reference to Table No.11, page no. 73)
The preference of older brands shoots up with the age of customers.
The old brands like Videocon and Onida are equally preferred by the
older generation. Here Videocon is preferred by 20% of the customers
of age group of above 40. This shows that Videocon is still popular
with the older generation of the customers.
(With reference to Table No. 12, page no. 75)
The percentage of older brands owned by the customers is more than
the new brands like LG, Samsung.
(With reference to Table No. 13, page no. 77)
We can clearly make out the impact of advertising activities and brand
image on the sales. As the activities of LG, and Samsung totally
outcast its other competitors the sale figures too report the same.
(With reference to Table No. 14, page no. 79)
64
SUGGESTIONS
The brand image of Videocon is weaker as compared to its
competitors like LG, Samsung and Sony. The organization thus should
carry out activities which may increase its brand image much more
strong.
(With reference to Table No. 01,02, 03, 04, and 05)
Videocon has got many unique features that other brands do not have.
But the existing customers are unaware about these features. These
features are in need to be communicated in more effective manner as
that communicated by LG, Samsung, etc.
(With reference to Table No. 06, page no. 65)
Now a days incentives and schemes play a vital role to lure the
customers. Lower middle class customers are more attracted towards
gifts, which must have long-term equity. Hence such schemes should
be implemented.
(With reference to Table No. 07, 08, 09, page no 68)
Though Videocon’s reach to the local market dealers is good, its reach
to the modern trend of huge multi-brand showrooms, malls, etc is not
as effective as that of its competitors. The company has to target these
effectively to stay in the competition.
(With reference to Table No. 10, page no.71)
65
Most of the sales are accounted by the younger generation.
The company thus has to take appropriate steps to target this section.
The company should work on the color, design, and technology of the
product to make it more attractive.
(With reference to Table No. 11, page no.73)
The popularity of Videocon’s brand image can be seen in the older
generation. The company has to perceive this strength and implement
new policies, which can help to make an impact on younger
generation too.
(With reference to Table No. 12, page no.75)
The company needs to come up with new technologies and
innovations to sustain the competition in the market and enhance its
sales.
(With reference to Table No. 13, page no.77)
The impact of advertising and the brand image thus can be figured out.
The company thus has to make its advertising activities more precise
which can enhance its sales.
(With reference to Table No. 14, page no.79).
66
BIBLIOGRAPHY
APPENDIX
67
APPENDIX
QUESTIONNAIRE FOR CONSUMER
Date----/----/---- Product: TV/LCD/Plasma
1) Name Of The consumer: Mr./Mrs.________________________________
2) Age: ______
3) Address: _____________________________________________________
_____________________________________________
4) Which TV do you own?a) LG g) Haierb) Sansui h) Samsungc) Akai i) Onidad) Philips j) Videocone) BPL k) Sonyf) Toshiba l) Sharp
5) If you have to buy a TV, which brand will you prefer?a) LG g) Haierb) Sansui h) Samsungc) Akai i) Onidad) Philips j) Videocone) BPL k) Sonyf) Toshiba l) Sharp
6) Advertising Activities:-
A) TV commercials:-LG Samsung Onida Videocon Sony
ExcellentGoodFairPoor
68
B) Outdoor Activities:-LG Samsung Onida Videocon Sony
ExcellentGoodFairPoor
C) Press/ Magazine Ads:-LG Samsung Onida Videocon Sony
ExcellentGoodFairPoor
69
QUESTIONNAIRE FOR DEALER
Date----/----/---- Product: TV/ LCD/Plasma
1) Name Of The DEALER:________________________________
2) Area/ Address: _______________________________________ ______________________________________
3) Observation:- Brands Highlighteda) LG d) Videoconb) Samsung e) Sonyc) Onida f) Others (___________)
4) Best Brand? As per Sales, Profit, Performance, Brand Image, Etc.a) LG d) Videoconb) Samsung e) Sonyc) Onida f) Others (___________)
5) Display Status:TV LCD/Plasma21’’ 29’’
LGSamsungOnidaVideoconSonySharpHaierPhilipsToshibaBPLOthers
70
6) Last Month's SaleTV LCD/Plasma21’’ 29’’
LGSamsungOnidaVideoconSonySharpHaierPhilipsToshibaBPLOthers
7) Current Schemes, if any, on any of the brands?____________________________________________________________________________________________________________________________________________________________
8) Do you recommend any particular brand to customers? Yes/No
Reasons: - ___________________________________________ ___________________________________________
9) Advertising Activities:-
A) TV commercials:-LG Samsung Onida Videocon Sony
ExcellentGoodFairPoor
B) Outdoor Activities:-LG Samsung Onida Videocon Sony
ExcellentGoodFairPoor
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C) Press/ Magazine Ads:-LG Samsung Onida Videocon Sony
ExcellentGoodFairPoor
72
BIBLIOGRAPHY
Principles Of Marketing – Philip Kotlar & Gary Armstrong
Marketing Research – Sangeeta Agarwal
Principles & Practices Of Management – P L Mehta
www.videoconworld.com
www.economictimes.com
www.businessworld.com
www.wikipedia.org
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