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Videocon Industries LTD

Videocon Industries Ltd is an India-based consumer electronics and home appliances company established in 1979. It has a annual turnover of $2 billion making it one of the largest in India. Videocon offers a wide range of products including televisions, refrigerators, air conditioners, washing machines, and oil and gas extraction. It uses prominent celebrities like Shah Rukh Khan and Mahendra Singh Dhoni to promote its brands and products. While Videocon has strong service centers and affordable pricing, some customers have reported problems with its DTH services in recent years.

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798 views10 pages

Videocon Industries LTD

Videocon Industries Ltd is an India-based consumer electronics and home appliances company established in 1979. It has a annual turnover of $2 billion making it one of the largest in India. Videocon offers a wide range of products including televisions, refrigerators, air conditioners, washing machines, and oil and gas extraction. It uses prominent celebrities like Shah Rukh Khan and Mahendra Singh Dhoni to promote its brands and products. While Videocon has strong service centers and affordable pricing, some customers have reported problems with its DTH services in recent years.

Uploaded by

namitmalhotra21
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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LOVELY PROFESSIONAL

UNIVERSITY

ASSIGNMENT NO. 1
ESSENTIALS OF MARKETINGS

MARKETING MIX OF
VIDEOCON
SUBMITTED TO:- SUBMITTED
BY:-
MR. MITHOON GUHA SIR ANUP
KUMAR
B-59
S1907
BBA-MBA

VIDEOCON INDUSTRIES
LTD.

 INTRODUCTION:-
• Videocon Industries Limited is an India-based company. It is
established in 1979.The Company's business comprises two core
businesses:

The manufacturing, assembly, marketing and


distribution of consumer electronic products and home
appliances, and oil and gas exploration and production.

• The Videocon group has an annual turnover of US$ 2 billion,


making it one of the largest consumer electronic and home
appliance companies in India. Since 1998, it has expanded its
operations globally, especially in the Middle East

• Videocon has acquired Electrolux brand in India. Also, with the


acquisition of Thomson Displays by Videocon in Poland, China,
and Mexico, the company is marking its international presence.
It is the third largest picture tube manufacturing company.

• Its turnover of 22,000 Crores & more than 18,000 employees


across the globe.
MARKETING MIX

 PRODUCT:-
• Consumer electronics:

• Color Televisions

• B&W TVs

• VCRs

• Audio systems

• Color monitors

• Home appliances:

• Refrigerators

• Washing machines

• Air conditioners

• Dish washers

• Microwave ovens

• Mixers & grinders

• Water purifiers

• Components:
• TV, VCR & audio components

• Glass shells for color picture tubes

• B&W picture tubes

• Monitors for computers

• Compressors

• Other electronics

• Office automation:

• Digital diaries

• Kiddy PC

• Data projector

• Power inverter

• Digital MP3 Player

• Palm top

• Internet:

• ISP

• Content and web solutions

• Petroleum:

• Crude oil extraction @ 50000 barrels per day


• Power:

• 1050 mw power generation.

• Consumer Durables by Videocon have a very eminent position


in Indian market and has the largest sale and service market in
India.

• In Televisions, the main products are LED, LCD, Slim and


Convectional. The new product LED from Videocon are
available with a new technology “FULL HD”, “3D noise
reduction” to attract customers.

• Videocon is one of the largest Color Picture Tube (CPT)


manufacturers in the world. Slim CPT, Extra Slim CPT and
High Definition CPT with 16:9 format are manufactured in the
plants located in Mexico, Italy, Poland and China.

• The designs, quality and features of Videocon products are so


good and it is variable in different products of Videocon.

• Its new logo and new brand name designs comes Videocon
forward to new generation.

• The “Online Repair Request” and Customer Registration are


unique services of Videocon.
• The warranties providing by Videocon on their products are
different according to products. e.g On television it provides 5
year warranties but on refrigerators and air conditioners it is 1-
3 years.

• The refrigerators are available in different sizes such as 14” and


16” for medium class families.

 PRICES:-
Lots of factor affects the end price of a product. A product’s
price also needs to provide value for money in the market and
attract consumers to buy.

• One re-launch of the price of Videocon products was slightly


higher than previously. This reflected its new formulations,
packaging and extended product range. However, the company
also had to take into account than the larger market was both
middle class family and higher class family.

• Videocon follows the price skimming formula.

• Videocon products range meeting the beautiful needs of this


market segment, it is effectively the price leader. This means
that it sets the price level that competitors will follow or
undercut.
• The prices of television are starting from Rs.4,500 and goes up
to Rs. 99,000. Prices of refrigerators are Rs.4,500 to Rs.15,000.

• The pricing strategy for Videocon is not same as that of the


retailors. It sells products to retailers at one price. However,
retailors have the freedom to use other strategies for the sales
promotion.

• Videocon also have a strategy of pricing in special discounts on


special occasions. i.e. it has provide a discount on occasion of
Diwali named “HAR DIN DIWALI OFFER”.

• Videocon has also provided a installment facility on his


showrooms to make a better relationship with his customers.

 PLACE:-
A place refers to how the product arrives at the point of sale.
This means a business must think about what distribution
strategy if will use.

• Videocon aims to use as many revalant distribution channels as


possible to ensure the widest reach of its product to its target
market.

• The main channels for the product are showrooms and retail
outlets where consumers expect to find different features in
special range.
• Many agencies and different electronic retailers also provide
different kind of Videocon products.

• Its distribution strategies also consider the environmental


impact of transport. It uses a central distribution point in
Mumbai. Products arrive from production plants using contract
vehicles for efficiency for onward delivery to retail stores and
showrooms.

• Videocon also provide online stores to reach every family class


and satisfy everyone’s expectations.

• The corporate office and plants are situated in Mumbai and


Gurgaon.

 PROMOTIONS:-
Promotion is how the business tells customers that products are
available and persuades them to buy. Promotion is either above
the line or below the line. Above the line promotion is directly
paid for, for example TV or newspaper advertising. Below the
line is where the business uses other promotional method to get
product.

• Videocon chooses promotional strategies that reflect the


lifestyle of its audience and the range of media available. The
media from TV and newspapers are so helpful to sales
promotion of Videocon.
• To raise and promote the products, Videocon choose the
“SHAHRUKH KHAN” and “MAHENDRA SINGH DHONI” as
the Brand Ambassador. Now a day Abhishek Bachchan is select
for the promotion of Videocon DTH service.

• Videocon tagline “Experience Change” is more helpful to


increase its market value and reputations and give difference
from its competitors.

• The company has derived the following benefits as a result of


the Research and Development:

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


new models.

2. Able to compete with the foreign players in the Indian


Markets by cost reductions and offering innovation features and
to maintain market leadership in Television under Videocon
umbrella.

3. Increase in Productivity.

4. Reduction in power consumption of some of the products.

• In the coming days company is aiming to achieve development


in the following areas through Research & Development:

1. Manufacturing of components for consumer Electronics


Products.

2. Multimedia TV.

3. Plasma Televisions.
4. Launching of New Brands & Sub-brands under Videocon
umbrella.

5. Composite Home Entertainment system with internet


adaptability.

6. To work on better features, better quality & improved


reliability with reduced/low prices.

 PROS AND CONS:-


• The service centres and renwable systems are too good in
Videocon industries. Customers are more satisfied with their
services and facilities

• The great positivity about the Videocon mobile services is its


STRONG network as it is currently using the Loop Mobile’s
“Nxt-Gen” IP enabled network.

• The pricing of packages and Add-On are really affordable, No


one offers so many premium channels for the base package
price of Rs.150 or the all in one Rs.275.

• There are different problems found in Videocon DTH services


In last years. The customers are not too satisfied with this
product. They provide Tata sky or airtel dish tv instead of
Videocon DTH.

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