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CHAPTER - 1
INTRODUCTION
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INTRODUCTION
1.1 OBJECTIVE OF THE STUDY
The objective of the project is further classified into primary and secondary objective.
1). Primary objective:Find out the market size of refrigerator (in percentages) of different brands in NCR. For this purpose, the researcher has to do a survey by interviewing the households and finding out the market share of Videocon brand in accordance with other brands.
2). Secondary objective:To know where does the Videocon brand of refrigerator stands in comparison to other brand and what are the various aspects where it needs to improve in order to remain in the market and compete with other brands.
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REFRIGERATOR
A refrigerator is a cooling apparatus. The common household appliance (often called a "fridge" for short) comprises a thermally insulated compartment and a heat pump chemical or mechanical meansto transfer heat from it to the external environment (i.e., the room in which it is located), cooling the contents to a temperature below ambient. Cooling is a popular food storage technique in developed countries and works by decreasing the reproduction rate of bacteria. The device is thus used to reduce the rate of spoilage of foodstuffs. A refrigerator maintains a temperature a few degrees above the freezing point of water. Optimum temperature range for perishable food storage is 3 to 5 C (37 to 41 F).[1] A similar device which maintains a temperature below the freezing point of water is called a "freezer". The refrigerator is a relatively modern invention among kitchen appliances. It replaced the icebox, which had been a common household appliance for almost a century and a half prior
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REFRIGERATOR
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FEATURES
The basic feature of any refrigerator is to provide temperature range which is conducive to maintain freshness of the food and other eatables stored in it Newer refrigerators may include:
Automatic defrosting; A power failure warning, alerting the user by flashing a temperature display. The maximum temperature reached during the power failure may be displayed, along with information on whether the frozen food has defrosted or may contain harmful bacteria; Chilled water and ice available from an in-door station, so that the door need not be opened;
Water and Ice Dispensing became available in the 1970s. Also some refrigerators have icemakers built-in so the user doesn't have to use ice trays. Some refrigerators have water chillers and water filtration systems.
Cabinet rollers that allow the refrigerator to be easily rolled around for easier cleaning; Adjustable shelves and trays which can be repositioned to suit the user; A Status Indicator to notify the user when it is time to change the water filter; An in-door ice caddy, which relocates the ice-maker storage to the freezer door and saves approximately 60 litres (2 cu ft) of usable freezer space. It is also removable, and helps to prevent ice-maker clogging; A cooling zone in the refrigerator door shelves. Air from the freezer section is diverted to the refrigerator door, to cool milk or juice stored in the door shelf.
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Refrigerators and freezers for food storage are made in a range of sizes. Among the smallest is a 4 L Peltier fridge advertised as being able to hold 6 cans of beer. A large domestic fridge stands as tall as a person and may be about 1 m wide with a capacity of 600 L. Some models for small households fit under kitchen work surfaces, usually about 86 cm high. Fridges may be combined with freezers, either stacked with fridge or freezer above, below, or side by side. A fridge without a frozen food storage compartment may have a small section just to make ice cubes. Freezers may have drawers to store food in, or they may have no divisions (chest freezers). Fridges and freezers may be free-standing, or built into a kitchen.
Compressor refrigerators are by far the most common type; they make a noticeable noise Absorption refrigerators or thermo-electric Peltier units are used where quiet running is required; Peltier coolers are used in the smallest refrigerators as they have no bulky mechanism. Compressor and Peltier refrigerators are powered by electricity; absorption units can be designed to be powered by any heat source. A noticeable difference between the two types is the absence of refrigerant with the Peltier coolers (these use a different method of cooling). But Peltier coolers use more electricity because they are thermodynamically inefficient. Solar refrigerators and Thermal mass refrigerators are designed to reduce electrical consumption. Solar refrigerators have the added advantage that they do not use refrigerants that are harmful to the environment or flammable. Typical solar designs are absorption refrigerators that use ammonia as the working gas, and employ large mirrors to concentrate sufficient sunlight to reach the temperature required to free gaseous ammonia from the solvent. Most thermal mass refrigerators are designed to use electricity intermittently. As these units are heavily insulated, cooling load is limited primarily to heat introduced by new items to be refrigerated and ambient air transfer when the unit is open. Very little power is therefore required if opened infrequently. Refrigeration units for commercial and industrial applications can be made in various size, shape or style to fit customer needs.
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Other specialised cooling mechanisms may be used for cooling, but have not been applied to domestic refrigerators.
Magnetic refrigerators are refrigerators that work on the magneto caloric effect. The cooling effect is triggered by placing a metal alloy in a magnetic field. Acoustic refrigerators are refrigerators that use resonant linear reciprocating motors/alternators to generate a sound which is then converted to heat and cold using compressed helium gas. The heat is discarded and the cold is routed to the refrigerator.
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CHAPTER - 2
COMPANY PROFILE
Videocon- A Vibrant Enterprise Videocon History A Man Of Ideas Investors Relation Board Of Directors Future Plans Vision And Mission Career In Videocon The Pioneering Tradition
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Videocon is an Indian multinational with interests in Consumer Electronics, Home Appliances, Colour Picture Tube Glass, and Oil & Gas. At that time it used to manufacture TV and Washing Machine. In 1989-90, Videocon started manufacturing Home Entertainment Systems, Electric Motors & AC. Videocon entered Refrigerators and coolers segment in 1991. In 1995, Videocon started manufacturing Glass shells for CRT and in 1996 it ventured into Kitchen appliances and crude oil segment. In 1998, Videocon started manufacturing Compressors & Compressor Motors. In the year 2000, Videocon took over Philips Color TV Plant. In 2005, Videocon took over 3 plants of Electrolux India and acquired Thomson CPT. Today; it has evolved into a giant conglomerate with annual revenues of over U$4.1 billion.
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Today VIDEOCON products are adorn 5 million house-holds all over the country. From televisions to Audio systems, Washing Machines, Air Conditioners, Refrigerators, the range is both wide and unique. It is unique because VIDEOCON has so many models for each of its range of products. Every month, VIDEOCON launches at least one new model. VIDEOCON HAS CLASSIFIED its vast range of products line into two divisions, namely, CONSUMER ELECTRONICS (which includes, Televisions, VCRs, VCPs, and Audio systems) and HOME APPLIANCES (Washing machines, Refrigerates, and Air-conditioners) VIDEOCONs biggest assets are its sophisticate, automated and up-to-date plants. These boasts of in house facility for manufacturing fly back towns formers and tuners, fully computerised chips mounting facility and fully automatic assembly lines VIDEOCON are technologically the most advanced in the country.
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The largest panel production facility in the world under one roof providing very high economies of scale
One of the world's largest and most respected CRT glass manufacturers Firing the largest furnace of its kind in the world with a tank size of 3300 sq ft One of the few companies in the world to convert sand to TV One of the largest and most acknowledged CPT manufacturer in the world Manufactured India's first rust-free Washing Machine
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The 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 brining 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 millions of satisfied customers will agree.
The 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'. A symbol that proclaims a paradigm shift. A sign that represents the new force that is Videocon. Thus recapitulating our principle of reaching out and touching the lives of millions of people. Worldwide.
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PROFILES OF LEADERSHIP
Futuristic Neuro Fuzzy Logic Washing Machines, User-friendly - No-Frost Refrigerators, the very latest music systems. The most sophisticated Color Television and VCRs. HighTech Air-conditioners. Videocon today, is a multi-faceted group, with 9 state-of-the-art manufacturing facilities all over India. Highly qualified engineers, trained in Japan, backed by 6500 technical and support staff, work together in close unison to produce India's leading branch of consumer electronic products and home appliances. 1995 was a landmark year for Videocon. It clearly reaffirmed its leadership in Color TVs, Black & White TVs, VCRs and VCPs, Washing Machines as well as No-Frost Refrigerators. Then Videocon began to reach out to the core. To industries at the heart of a nati on: Petroleum, Power, Construction and Housing. Leading India into the future. With Confidence. With determination. With a commitment to excellence, rooted in the pioneering vision of a path breaker.
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A Man of ideas. A man of substance. A man of vision. Shri Nandlal Madhavlal Dhoot, the founder of the Videocon group, completed his education in Ahmednagar, Pune, and in Maharashtra, India . A successful sugarcane and cotton grower, he boldly ventured forth and imported machinery from Europe, setting up the Gangapur Sakhar Karkhana (Sugar Mill) in 1955, at a time when the village had no electricity, thereby unleashing an industrial revolution. The die was cast. Over the years, Nandlalji's pioneering spirit found expression in a myriad ways, earning him the well -deserved reputation of the doyen of industrial activity in Marathwada, India. In early 80s, Nandlalji initiated his three sons - Venugopal, Rajkumar and Pradeep into the business. Through a technical tie -up with Toshiba Corporation of Japan, he launched India's first world -class Colour Television : Videocon Today, Videocon is a household name across the nation - India's No.1 brand of Consumer Electronics and Home Appliances, trusted by over 50 million people to improve their quality of life.
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The Late Shri. Nandlal Madhavlal Dhoot Founder, 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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2.4 INVESTORS RELATION Ownership Structure Shareholding Pattern as on 30-09-2010 Number of Total shares held in As a Number of As a % of number of de % of shareholders (A+B+C) shares materialized (A+B) form
Sr. No
Category of shareholder
(A) Shareholding of Promoter and Promoter Group (1) Indian (a) Individuals/ Hindu Undivided Family (b) Bodies Corporate Sub-Total (A)(1) (2) Foreign (a) Individuals (NonResident Individuals/ Foreign Individuals) (b) Bodies Corporate (c) Institutions (d) Any Other (specify) Sub-Total (A)(2) Total Shareholding of Promoter and Promoter Group (A)= (A)(1)+(A)(2) IIMT karkardooma 0 0 0 0 0 12 1214649 1214649 0.44 0.42 66.82 67.24
37 193909430 49 195124079
0 0 0 0
0 0 0 0
0 0 0 0
0 0 0 0
0 0 0 0 67.24
49 195124079
195073349 71.36
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(B) Public shareholding (1) Institutions (a) Mutual Funds / UTI (b) Financial Institutions/ Banks (c) Insurance Companies (d) Foreign Institutional Investors Sub-Total (B)(1) (2) Non-institutions (a) Bodies Corporate (b) Individuals (i) Individual Shareholders holding nominal share capital up to Rs. 1 lakh (ii) Individual Shareholders holding nominal share capital in excess of Rs. 1 lakh (c) Any Other (specify) Sub-Total(B)(2) Total Public Shareholding (B)= (B) (1)+(B)(2) TOTAL(A)+(B) (C) Shares IIMT karkardooma held by 345046 11988201 10184731 4.39 4.13 2899 12660210 11187863 4.63 4.36 35 39 5 107 186 5785620 10349403 18197250 14338142 48670415 5784297 10336376 18197250 14332231 2.12 3.79 6.66 5.24 1.99 3.57 6.27 4.94 16.77
48650154 17.81
96
4393749
4227949
1.61
1.51
533235
0.20
269857281 16819085
100
94.2 5.80
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Custodians and against which Depository Receipts have been issued GRAND TOTAL (A)+(B)+(C) 349586 290198634 286676366 100 100
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Mr. Venugopal N Dhoot Mr. Pradipkumar N Dhoot Mr. K. C. Srivastava Mr. Radhey Shyam Agarwal Mr. Satyapal Tekchand Talwar Mr. S. Padmanabhan Maj. Gen. S. C. N. Jatar Mr. Arun L. Bongirwar Ms. Gunilla Nordstrom (Nominee - AB Electrolux (Publ) Mr. Sushil Muhnot(Nominee - IDBI Limited) Mr. Ajay Saraf (Nominee - ICICI Bank Limited)
"The Henchmen"
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Driven by Performance Strong Value base Empowered Inclusive Diversified Talent base Fun-filled
Emphasis on competence:
Competence is the basis for performance. Videocon sees competence as the most important factor in its personnel decisions.
Equal opportunities:
Equal opportunities build trust among people. Videocon ensures equal opportunities regardless of gender, race, age, religion, or nationality.
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Long-term perspective:
Maintaining a long-term perspective is the foundation for Videocon's HR policies. VIDEOCON's HR programs are designed with a long-term perspective and implemented with dedication and persistence.
Training:
Videocon offers diverse training programs to its employees according to position to encourage learning and development. We do this by equipping them with the professional capabilities and enabling them to apply the latest technologies at work.
Rewards:
Videocon offers its employees a competitive, unique rewards system which motivates employees to perform better by helping them to enhance their quality of life.
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In Promoted by the Videocon Group, Videocon Appliances Ltd. was incorporated in 1988. Making the Group's diversification into the Home Appliances, Videocon has continued with its mission of bringing the benefits of innovative technology to millions of homes.
The company's first priority was to launch an international quality washing machine, thereby liberating the Indian housewife from the daily back-breaking, time-consuming drudgery of washing clothes by hand. Videocon introduced India's first Twin Tub Washing Machine, in collaboration with Matsushita Electric Industrial Co. Ltd., Japan.
Videocon quickly become the market leader. Today, Videocon produces India's widest range of washing machines, at its state-of-the-art plant at Chitegaon, Aurangabad, India. The only fully integrated washing machine plant in India with ISO 9002 certification; it is the second largest among Matsushita's licensees, worldwide.
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The Videocon range includes washers, Semi-automatic and fully Automatic Washing Machines, Fuzzy Control Washing Machines and India's first Neuro Fuzzy Logic Washing Machine. FIRST WITH NO - FROST TECHNOLOGY Focusing its attention on an industry that underwent a technological stalemate for over a decade, Videocon turned it around. Entering the market in 1992 with breakthrough technology, Videocon pioneered India's first No-Frost Refrigerators, produced in technical (design and drawing) collaboration with Matsushita Refrigeration Co., Japan. Videocon has also significantly upgraded the conventional refrigerator by introducing features such as clean back, double -door, and automatic defrosting. The refrigerator plant has modern manufacturing facilities including Paint Shop and PUF Machines .
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Videocon offers the widest range of Room Air-conditioners in India, manufactured under a design and drawing agreement with Matsushita Electric Industrial Co. Ltd. It was the first company to introduce Air-conditioners with Rotary Compressors and to launch Neuro Fuzzy Logic Split Air -conditioners. With a view to achieve self-sufficiency, build quality and reduce manufacturing costs, Videocon Appliances makes various components such as Moulds, Refrigerator Fan Motors, Washing Machine Motors, Compressors, Cooling coils and Mechanism Cases.
DISH WASHER
Videocon has just launched Dish Washer model VA 1200 which has specially designed for cleaning of utensils & dishes . This stand alone Dish Washer can handle the toughest cleaning jobs in the Kitchen.
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CHAPTER - 3
Introduction to research Objectives of research Motivation in research Significance of research Criteria of good research Research design Sampling and sampling design
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Research comprise defining and redefining problems, formulating hypothesis or suggested solutions; collecting, organizing and evaluating data; making deductions and reaching conclusions; and at last carefully testing the conclusions to determine whether they fit the formulating Hypothesis.
In short, the search for Knowledge through Objective and Systematic method of finding solutions to a problem is Research.
MEANING OF RESEARCH
Research in common parlance refers to a search for knowledge. Once can also define research as a scientific and systematic search for pertinent information on a specific topic. In fact, research is an art of scientific investigation. The Advanced Learners Dictionary of Current English lays down the meaning of research as a careful investigation or inquiry specially through search for new facts in any branch of knowledge. It is actually a voyage of discovery. We all possess the vital instinct of inquisitiveness for, when the unknown confronts us, we wonder and our inquisitiveness makes us probe and attain full and fuller understanding of the unknown. This inquisitiveness is the mother of all knowledge and the method, which man employs for obtaining the knowledge of whatever the unknown, can be termed as research.
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Though each research study has its own specific purpose, we may think of research objectives as falling into a number of following broad groupings:
1. To gain familiarity with a phenomenon or to achieve new insights into it (studies with this object in view are termed as exploratory or formulative research studies);
2. To portray accurately the characteristics of a particular individual, situation or a group (studies with this object in view are known as descriptive research studies);
3. To determine the frequency with which something occurs or with which it is associated with something else (studies with this object in view are known as diagnostic research studies);
4. To test a hypothesis of a causal relationship between variables (such studies are known as Hypothesis-testing research studies.
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(c) To philosophers and thinkers, research may mean the outlet for new ideas and insights;
(d) To literary men and women, research may mean the development of new styles and creative Work;
(e) To analysts and intellectuals, research may mean the generalisations of new theories.
Thus, research is the fountain of knowledge for the sake of knowledge and an important source of providing guidelines for solving different business, governmental and social problems. It is a sort of formal training which enables one to understand the new developments in ones field in a better way.
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(i)What is the study about? (ii)Why is the study being made? (iii)Where will the study be carried out? (iv)What type of data is required? (v)Where can the required data be found? (vi)What periods of time will the study include? (vii)What will be the sample design? (viii)What techniques of data collection will be used? (ix)How will the data be analysed? IIMT karkardooma Page 41
(i) It is a plan that specifies the sources and types of information relevant to the research problem. (ii) It is a strategy specifying which approach will be used for gathering and analysing the data. (iii) It also includes the time and cost budgets since most studies are done under these two constraints.
(a) a clear statement of the research problem (b) procedures and techniques to be used for gathering information (c) the population to be studied (d) methods to be used in processing and analysing data
Research design includes surveys and fact-finding enquiries of different kinds. The major purpose of descriptive research is description of the state of affairs as it exists at present.
The research was designed in such a way that all the probable customers and the potential users were covered during the research so as to get accurate information and feedback from the respondents.
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The research was divided in the following phases: 1) The respondents were segmented 2) The target customer were identified and approached 3) Collection of primary data via questionnaires 4) Analysis and conclusion
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Sampling refers
to
the
process
of
choosing
a sample of
elements
from
Data was processed under Microsoft Excel Software. About 100 samples were collected and analyzed through it. Frequencies, cross tabulation and inter comparison was done to interpret the data.
Research Instruments
Selected instrument for Data Collection for Survey is Questionnaire. Questionnaires: - A questionnaire consists of a set of questions presented to respondent for their answers. It can be Closed Ended of Open Ended Open Ended: - Allows respondents to answer in their own words & are difficult to Interpret and Tabulate. Close Ended: - Pre-specify all the possible answers & are easy to Interpret and Tabulate. Types Of Question Included: Closed ended Questions
Sampling Plan
After deciding on the research approach and Instrument, the marketing researcher must design a Sampling Plan.this includes:.
Sampling Unit: - Who is to be surveyed? The marketing researcher must define the target population that will be sampled. IIMT karkardooma Page 44
The sample Unit taken by me is a General individual customer those who trade in share market. Sample Size/ Population Size: - How many people should be surveyed? I have cover NCR for the survey. My sample size is 100. Sampling Procedure: - How should the respondent be chosen? In the Project sampling done is on basis of Random sampling.
Contact Methods
Once the sampling plan had been determine, the marketing researcher must device how the subject should be contacted: Mail, Telephone, Personal or On-line Interviews.
In my project I went for Telephone and Personal Interviewing WHY DO WE NEED SAMPLING?
a) Sampling is for economy. Research without sampling may be too costly. Sampling reduces the study population to a reasonable size that expenses are greatly reduced. b) Sampling is for speed. Research without sampling might be too time consuming. c) Sampling is for accuracy. If it takes too long time to cover the whole study population, there may be inaccuracy. The research must be finished within a reasonable period of time so that the data are still true, valid and reasonable. d) Sampling saves the sources of data from being all consumed. The act of gathering data may consume all the sources of information without sampling. In such a case, there is no more data to apply the conclusion to. IIMT karkardooma
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CHAPTER - 4
Introduction to data analysis Data analysis Diagrammatical representation and analysis Swot analysis
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Charts, graphs, and write ups in text form, are various methods to analyze data. These data analysis methods are designed to polish and refine the data, so that the end users can reap interesting or useful information without any need of going through the entire data themselves.
MS Excel
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AREAS COVERED
TRAINING SESSION:The researcher has attended the training session in Videocon International Limited, where we came to know regarding the various products being made by Videocon and its various product ranges with different prices.
SOURCES OF DATA:The researcher has used primary as well as secondary sources for data collection. Primary data were collected through structured questionnaire and secondary data were collected by going through company record, brochures, articles etc in the newspapers and journals.
SCOPE OF THE SYUDY:The study was especially on the market size of refrigerator of Videocon brand in NCR.
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Near about 100 customers formed the sample that mainly covers NCR. Personal interview was used for collecting the data from respondents. Structured questionnaire was used to collect data through personal interviews. The questionnaire includes closed ended questions.
The collected data is statistically analysed using various analysis techniques such as percentage analysis, cross tabulation and ranking etc were used.
STAGES OF THE RESEARCH STUDY:STAGE 1:-The researcher has spent first week on knowing about Videocons market share in different areas of NCR.
STAGE 2:-We have spent second week on formulating questionnaire, deciding sample size and knowing regarding how we should proceed with the project.
STAGE 3:- This stage deals with preparing the rough data of the questionnaire in the initial stage and final data of questionnaire.
STAGE 4:- The fourth stage is concerned with interviewing the respondentsin different areas with the help of structured questionnaire and two weeks was spent on data collection.
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STAGE 5:-The work of data analysis has been done at the fifth sage.
STAGE 6:-The last stage deals with interpreting. The data being analysed at the fifth stage.. After interpretation was completed the mainly concern was preparing the research project report for presentation using various tables, graphs ad charts.
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Yes No
Chart Title
Yes 95%
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Percentage-type of refrigerator
Direct Cool(Single Door) 22%
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Yes 17%
No 83%
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Q. 4 Which brand of frost-free refrigerator you have at your home? LG Videocon Samsung Whirlpool Others Total 30 20 15 20 10 95
Others 10%
LG 32%
Whirlpool 21%
Samsung 16%
Videocon 21%
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Q. 5 Which are factors mostly affecting your refrigerator buying decisions? Factors Price Brand Features Customer Scheme Dealer Recommendation Previous Experience Others All 24% 18% 16% 12% 4% 14% 12% LG 27% 20% 13% 8% 4% 12% 16% Videocon Whirlpool Samsung 25% 22% 11% 10% 6% 10% 14% 20% 27% 11% 10% 8% 8% 14% 18% 22% 18% 8% 4% 15% 15% Others 26% 14% 20% 12% 6% 10% 10%
Pecentage
Others 16% Previous Experience 12% Dealer Recommendation 4% Customer Scheme 8% Features 13%
Price 27%
Brand 20%
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Pecentage
Others 16% Previous Experience 12% Dealer Recommendation 4% Customer Scheme 8% Features 13%
Price 27%
Brand 20%
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Percentage
Others 14% Previous Experience 10% Dealer Recommendation 6% Customer Scheme 10% Features 11%
Price 26%
Brand 23%
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Percentage
Others 14% Previous Experience 8% Dealer Recommendation 8%
Price 21%
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Percentage
Others 15% Previous Experience 15% Dealer Recommendation 4% Customer Scheme 8% Features 18% Price 18%
Brand 22%
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Percentage
Previous Experience 10% Dealer Recommendation 6% Customer Scheme 14% Features 20% Brand 14% Others 10%
Price 26%
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Q. 6 What type problems you mostly faced in refrigerator? Factors Cooling Capacity Services Voltage Leakage Noise Others All 26% 19% 17% 7% 8% 8% 18% LG 29% 18% 15% 6% 6% 10% 18% Videocon Whirlpool Samsung 28% 19% 14% 7% 9% 7% 17% 22% 25% 13% 8% 10% 6% 16% 21% 19% 21% 5% 7% 12% 18% Others 28% 12% 22% 10% 8% 8% 12%
Pecentage
Cooling 25%
Capacity 18%
Voltage 7%
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Pecentage
Cooling 27%
Capacity 17%
Voltage 10%
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Pecentage
Cooling 27%
Voltage 7%
Services 14%
Capacity 19%
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Pecentage
Cooling 22%
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Pecentage
Others 18%
Cooling 20%
Services 20%
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Pecentage
Noise 8% Others 12%
Cooling 28%
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Discount on Prices Gifts & prices Scratch Cards Exchanging Offers Total
49 9 3 39 100
Scratch Cards 3%
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Q. 8 In your opinion which brand of Frost Free Refrigerator (Double Door) is best? LG Videocon Whirlpool Samsung Others Total 24 26 30 10 10 100
Pecentage
Samsung 10% Others 10%
LG 24%
Whirlpool 30%
Videocon 26%
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Q.9 In your opinion which brand of Direct Cool (Single Door) Refrigerators are best? LG Videocon Whirlpool Samsung Others Total 23 28 28 11 10 100
Samsung 11%
Others 10%
LG 23%
Whirlpool 28%
Videocon 28%
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Q.10 In terms of capacities, which categories do you prefer most? 185,235, 270, 215 Ltrs. 240, 260, 290, 320, 350, 390 Ltrs. Total 76 24 100
Percentage-Refrigerator capacity
240, 260, 290, 320, 350, 390 Ltrs. 24%
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4.4) SWOT ANALYSIS of Videocon STRENGTH:1).Very good quality of product having fewer prices i.e. the quality being provided by Videocon is good with lesser price which can be affordable by a middle income family group.
2). Company provides very good after sale services in some areas having very good service center at various places.
3). Competitive in the sense that it is the only Indian company surviving in the market and competing with other multinational companies.
WEAKNESSES
1). Less advertisement i.e. exposure or knowledge which the consumer should have regarding the Videocon brand is not good because of lesser advertisement.
2). Targeting middle income group consumer and does not target upper-middle income group people.
3). Poor management in some areas i.e. service personnel were not available at the time when their need is required.
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MARKETING OPPORTUNITIES
1).Videocon should try to concentrate more on the refrigerator Segment where Videocons main competitor is L.G. and should capture more market share by this way.
2). Videocon should pay more attention to dealer grievances because they are the real strength and they can help the company in increasing their market share.
3). Videocon has target the middle income group level but in order to increase its market share, they should target or concentrate on upper-middle segment.
4). Videocon, as is losing its brand image because of lesser advertisement, so it should concentrate more on doing influence advertisement and reminder advertisement through which they should enhance their customer to buy their brand.
5). Videocon has to go in for product differentiation. Videocon has lost a marketing opportunity but it should now try to wrest it back.
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MARKETING THREATS
1). After Globalization, the biggest threat is from the foreign companies. If they are allowed to come in, they will become hyper-competitive.
2). L.G. and Samsung are the major threat for Videocon, so they should differentiate their products from each other in order to capture the market.
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CHAPTER - 5 CONCLUSION
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5. CONCLUSION
This research is a diagnostic study related to two main objective i.e. primary and secondary objective mentioned already. This section consists of all the findings carried out during research work. As topic was Market size of refrigerators, large number of factors influence buying behavior like few customers buy it for the sake of some differentiation, better quality, value of money it provides, aggressive nature of the company due to which it buys the product, product range, after sale service it provides etc. Small number of modification is required in Videocon refrigerator. The main advantage for the Videocon Company is its lower price and dealer friendly relationship which it holds.
And at last I would like to conclude with that Videocon should advertise more in order to increase their sale and improve their brand image. It needs to do some innovation and increase the models in case of refrigerator. So, at last I would like to conclude that Videocon is the only Indian company competing with other multinational companies and surviving in the market, so it should deal with satisfying the demand of the customer at the time when they want.
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CHAPTER - 6
LIMITATIONS
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3). Some of the respondents were less co-operative and they have given some vague data, which leads to lack of accuracy.
4). Since the medium of response was in local dialect indispensable language constraints have affected the study
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CHAPTER - 7
RECOMMENDATIONS
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7. RECOMMENDATIONS
1). the company should reposition Videocon refrigerator so that they can increase the market share of refrigerator by innovating some new features in their products.
2). Advertisement in Television (star plus, Zee t.v., DD-1) and print media i.e. newspapers, magazines should be enhanced.
3). Videocon should improve their product line by increasing the model of their product line and imposing better quality and aesthetics of their product.
4). As like Big B, Shahrukh Khan is now the popular celebrity who is liked by everyone and is the brand ambassador of Videocon. Some emotional touch in the advertisement of Shahrukh Khan should help the customer in making impulse purchase.
5). Videocon should organize campaigns in different cities or at least offer sponsorship in village fairs, melas etc. in order to enhance the sale by the customer.
6). Videocon should become innovative and should create some new feature in their product and should become aggressive as far as their brand name is concerned.
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7). Videocon has wide range of products, so adequate information must be disseminated through product publicity to make familiar all the ranges and their features to the customer.
8). Videocon can also try to introduce installment schemes for the refrigerators. This will enhance the sale.
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CHAPTER 8 BIBLIOGRAPHY
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8. BIBLIOGRAPHY BOOKS:
Kothari, C.R., Research Design, Research Methodology, Second Edition, New Delhi, New age International (P) Limited, 2004, Pg31-32. Kothari, C.R. Sampling Designer, Research Methodology, Second Edition, New Delhi, New Age Internation (P) Limited, 2004, Pg55-56. Aswathappa, k,Performance Appraisal- An Introduction, Human Resource and Personel Management, Third Editon, New Delhi, Tata Mc Graw-Hill Publishing Company limited, 2002, Pg 199-231. Kothari, C.R., Research Methodology- An Introduction, Research Methodology-An Introduction, Research Methodology, second Edition, New Delhi, New Age International Limited, 2004, Pg 1-20. Kothari, C.R., Defining the Research Problem, Researh Methodology, Second Edition, New Delhi, New Age International (P) Limited, 2004, Pg 24-25. Kothari, C.R, Interpretation and repot writing, Research Methodology, Second Edition, New Delhi, New Age International (P) Limited, 2004, Pg.344-359.
SITES
www.videocon.com www.google.com www.msn.com
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CHAPTER 9 ANNEXURE
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Videocon Group Of Company Industries Ltd. Videocon Tower, 12th Floor, Jhandewalan Ext. New Delhi-110055
NAME OCCUPATION ADDRESS
GENDER
MALE FEMALE
MOBILE NO.
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Q.9 In your opinion which brand of Direct Cool refrigerators are best?
LG Videocon Whirlpool Samsung Others IIMT karkardooma
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1 2 3 4 5 6 7 8 9 10 11 12 13
Prashant Sanjay Aman Singh Surabhi Praveen Kumar Alok Dushyant Singh Sambhav Sohu Anil P. Sharma Debyojit Das Lalu Kumar Singh Kiran Chopra Ganpati Sharma Deeptanshu
9837847431 9837802631 9838041112 9018355832 8802245631 9717214142 9953176848 9654321615 9560220943 9958227570 9312273043 9958929481 9871158681
14 15 16 17 18 19 20
Sivaraman Daljeet Kaur Prachi Singh Ankit Rai Anuj Kumar Devendra Singh Bijay Yadav
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21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46
Bhanu Pratap Sandeep Kumar Rajesh Anuj Devendra Bijay Bhanu Pratap Sandeep Kumar Rajesh DeepaK Deeptesh Bipin Jeet Singh Mohan Sumit Vishal Harish Rai Dhirendra Kumar Sidheshwar Rupesh Anand Upendra Chaudhry Fuzain Muskan Rishab Chauhan Rajat Chauhan
9990375436 9311598628 9268791459 9999235065 9811467876 8010524717 9990375436 9311598628 9268791459 8010345481 9837167886 9458040449 8800748162 9015218682 9555450802 8010858248 9953424322 9910535946 8010399611 9971727496 9871328962 9350668998 8802422119 9654293898 9555753636 9971234405
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S.NO
NAME
CONTACT NO.
47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69
Vivek singh Virat Kumar Sanjay Bhati Naresh Vikash Keshari Sarfraz Alam Srininas Shashi Bhushan Manoj Mridul Sandeep Mhd Arsad Ali Sunder Singh Pradeep Sharma Shashikant Rajesh Amit Kumar Deepak Pandey Santosh Kumar Rupesh Kumar Rasid Ali Mhd.Alam Chaman Singh
9212927187 7827086795 9990181635 9528040094 8802438710 8010216279 9717030627 9977663189 9871057278 9654007228 9717225776 9717907223 9311660182 8802332753 9555448631 9953832306 8010503694 9818735255 8010062340 9278457760 8010295310 9650478587 9810554103
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S.NO
NAME
CONTACT NO.
70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 89 90 91 92 93
Kapil Vicky Rai Ram Babu Santosh Singh Rajendra Rajeev Kumar Mukul Kumar Bhimesh Yadav Bhagwan Das Mukesh Kumar Awadesh Deepak Surya Rajeev Kumar Vimal Amrendra Gyanendra Dhananjay Ratendra Kumar Raghanath Mohitendra Dharmendra Dhiraj Soni
9654006753 9650731652 9971597460 8802971225 9891018854 9136197635 9015803737 8802466076 8010272790 9761041307 9818141275 9289625578 9811259752 8802911364 9289406329 8727318769 9555827679 9958718317 9953584915 9450924450 9953535187 9811908517 9708162210
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S.NO
NAME
CONTACT NO.
94 95 96 97 98 99 100
Jalaj Chopra Hemant Kumar Shahrukh Ansari Kamlesh Piyush Dubey Himanshu Rajiv Khanna
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