1. A
PROJECT REPORT
ON
“Comparison of Videocon Air Conditioners With other
Competitive Companies”
In partial fulfillment in award of
PGDM TWO YEAR FULL TIME PROGRAMME
Under the guidance of
Faculty Guide Company Guide
Mrs. RUBINA SAJID Mr. VISHAL MAHAJAN
Faculty-Management Marketing manager
MAISM VIDEOCON
Submitted by
AMANDEEP SINGH
PGDM 3rd SEM (2008-2010)
Maharishi Arvind Institute of Science & Management
Ambabari Circle, Ambabari, Jaipur-302 023 INDIA.
Tel: +91-141-2335487, 2234216 Telefax: +91-141-2335120
E-mail: maism@datainfosys.net , maism@maism.com
1

2. 2

3. CERTIFICATE
This is to certify that the Summer Training Report“Comparison of Videocon Air Conditioners With
other Competitive Companies” at VIDEOCON” is a bonafide work carried out by
Amandeep Singh in the partial fulfillment of requirement for the award of Post Graduate Diploma In
Management(PGDM) course approved by All India Technical Education ministry(AICTE) Ministry of
of HRD,Government of India,New Delhi.
To the best of my knowledge & belief this work, is not submitted /published elsewhere for any degree
or diploma examination.
MRS.RUBINA SAJID
(FACULTY GUIDE)
3

4. ACKNOWLEDGEMENT
It is indeed of great moment of pleasure to express my senses of per found gratitude &
indebtness to all the people who have been instrumental in making my tanning a rich experience.
I got an opportunity to get a project in Videocon industries limited. For this, I would like to thank
Mr. Vijay Pareek (commercial head) who talked to the concerned person and without whom
an internship with the company would not have been possible. I express my gratitude to Mr.
Vishal Mahajan (marketing manager), my company guide and my faculty guide Mrs. Rubina
Sajid for giving me an opportunity to work and make the best out of my internship.
I thank to Mr. Sanjay Bhatnagar (branch manager) and Deepak Solanki (brand manager)
for their full support to me and constantly guided and supported me throughout the training
period. My heartfelt gratitude also goes out to the staff and employees at Videocon industries
limited for having co-operated with me and guided me throughout the training period. I thank
my college, Maharishi Arvind Institute Of Science and Management for having given me
this opportunity to put to practice, the theoretical knowledge that I imparted from the program.
4

5. EXECUTIVE SUMMARY
Videocon is a well known company. It is a Indian company which always focused on
maintaining the highest international standards of excellence through quality, technology and
innovation. For over a decade now, Videocon has been bringing the latest and very best in
Consumer Electronics and Home Appliances. Successfully adapting the best of international
technology to suit Indian needs, and crafting it to improve the quality of life – as million of
satisfied customers will agree. This tells the success story of Videocon. Sustainability is at the
center of Videocon‟s‟ strategy. Being a great company Videocon always tried to improve people
lives through its products but many a times due to changing environment or customer‟s mind the
product doesn‟t goes so well as expected.
The main objective of the research is to find out that what the condition of Videocon‟s service in
the market and know that how consumers and dealers are satisfied with the services which are
provided to them.
And other objective is to analyze current scenario of the market in consumer durable
sector. And analyze that who is the main competitors of Videocon and what is the current
position of Videocon Air Condition in the market.
For these objectives I have conducted a survey of dealers in Jaipur city. I have taken Sample size
of 50 dealers.
5

6. Table of Contents
S.No. PARTICULAR PAGE NO.
1 Introduction to the Company 7-24
2 Introduction to Project Title 25
3 Project Profile 26
 Title of the study
 Objective of the study
 Scope and Significance of the study
 Research Methodology
4 Data and Data analysis 30-44
5 Conclusions and Suggestions 45-46
6 Annexure 47-48
7 Bibliography 49
6

7. Introduction to the company
Videocon is the very popular and very reliable company in consumer durable sector. It was
established in 1987 by late Mr. Nandlal madhavlal dhoot. In those time it entered in the market
with color and B/W Televisions and Washing Machines. The year 1989-1990 saw the advent of
Home Entertainment Systems, Electric Motors and AC. Refrigerators and Coolers by Videocon
came in the year 1991. In 1995 Videocon entered into the manufacturing of Glass Shells for CRT
and in 1996 came with Kitchen Appliances and Crude Oil. In 1998 Videocon ventured into
Compressors and Compressor Motors. It took over Philips Color TV plant in 2000 and 3 plants
of Electrolux India in 2005. In the same year Videocon acquired Thompson CPT. We can get
compete information by going through company's profile.
COMPANY HISTORY
It is an ISO 9002 certified for quality.
7

8. Group Profile
8

9. Values & Philosophy
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 India.
In early 80's Nandlalji initiated his three sons - Venugopal, Rajkumar and Pradeep into business.
Through a technical tie up with Toshiba Corporation of Japan, he launched India's first 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.
9

10. Vision & Mission
Videocon’s mission: a reflection of continuity and change
Videocon’s mission expression has been crafted to envelope both extant and emerging
realities:
“To 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, a spontaneity and improvisation that is flexible
enough for scenarios both imaginable and unimaginable. Videocon‟s ingenious manoeuvres are
actually flexi-strategy that abstracts from shifting ground conditions and decides game-plans, or
sometimes changes the rules of the game.
10

11. “…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 endeavour that arises from
immense faith on the surefooted competence of the company‟s in-house managerial talent.
“…improved technology…”: the means
Technology is no more a premium input; it has become the bare minimum in recent years. Rapid
advances have only fuelled this phenomenon. Videocon is extremely vigilant in shunting out
dated technology and replacing it with the best-in-class offers of the times.
“…innovative products…”: the means
Product development, innovation and customisation are the tools Videocon uses to stay ahead of
the competition. This is because a continuous stream of innovative products excites the market
and enhances brand recall. A strategy that Videocon banks on a lot, especially on the domestic
front.
“…insightful marketing…”: the means
The market share battle scene has long shifted from technology and processes to the psyche of
the customer. This means that those with deeper insights into the elusive mind of the buyer are
likely to dominate. Videocon is reinforcing marketing strengths to read better the pulse of the
market and help create products that map perfectly into customer preferences.
“…inspired thinking about the future.”: the means
The future is unpredictable, but not doing anything about it is fraught with grave risk. Videocon
extrapolates future trends on the basis of current changes in technology and preferences as well
as sheer gut feel. Fine-tuned business instincts are worth their weight in gold, lots of it. The
11

12. company has perfected its practice almost into an art form with some calculated gambles like oil
and gas proving to be absolute money-spinners.
12

13. CEO Profile
Personal Profile
Name Venugopal Nandlal Dhoot
Address - Office Videocon Industries Ltd.
Fort House, 2nd Floor
221, Dr. D. N. Road
Mumbai 400 001
Tel: 091-22-66113500
Fax: 091-22-66551985
vnd@videoconmail.com
Married to Rama, having one son
Marital status
& one daughter
Date of birth 30.09.1951
Qualifications B.E. (Electricals), FIE.
Schooling at Firodiya High
School, Ahmednagar
College – Pune Engineering
College, Pune
Flute recital & discourse on
Hobbies/Interest
Bhagwad-Gita
Chairman & Managing Director
Present Position
Videocon Group
The Associated Chambers of
President Commerce and Industry of India
(ASSOCHAM)
Other Achievements a) President – Electronic
Industries Association of
Marathwada
b) Member of Advisory
Committee of "Poona University
Information Employment &
Guidance.
c) Adviser to Govt. of Orissa for
Industrial Development of Orissa
d) Younger brother Shri
Rajkumar Dhoot Member of
Parliament
13

14. Board Of Directors
Mr. Venugopal N Dhoot
Mr. Pradeepkumar N Dhoot
Mr. K C Srivastava
Mr. Kuldeep Kumar Drabu
Mr. Satyapal Talwar
Mr. S Padmanabhan
Maj. Gen. S C N Jatar
Mr. Arun L Bongirwar
Mr. Didier Trutt (Nominee - Thomson S.A)
Mr. Johan G Fant (Nominee - AB Electrolux (Publ) )
Mr. B Ravindranath (Nominee - IDBI Limited)
Mr. Ajay Saraf (Nominee - ICICI Bank Limited)
14

15. R&D
The company gives utmost importance to the R & D activities, which are carried out, at in-house
R & D center. The company carries on new innovations in product development, cost reduction,
quality improvement, process implementations, process controls.
1) Specific areas in which R & D is carried out by the company
During the year, the company has carried out Research and Development in the following areas.
Home theaters - High-end models and HTIB Models.
Larger Screen Television i.e. 32 inch and 38inch.
True Flat Televisions
Plasma Televisions
Cosmetic design and new out look to the TVs
Manufacturing of components for CTV, Refrigerators and Air conditioners.
Efforts to reduce power consumption of all its final products.
2) Benefits derived as a result of the above R& D.
The company has derived the following benefits as a result of the Research and Development:
Development of new design in product and launch of various new models.
Able to compete with the foreign players in the Indian Markets by cost reductions and
offering innovation features and to maintain market leadership in Television under
Videocon umbrella.
Increase in Productivity.
Reduction in power consumption of some of the products.
3) Future Plans of action
In the coming days company is aiming to achieve development in the following areas through
Research & Development:
15

16. Manufacturing of components for consumer Electronics Products.
Multimedia TV.
Plasma Televisions.
Launching of New Brands & Sub-brands under Videocon umbrella.
Composite Home Entertainment system with internet adaptability.
To work on better features, better quality & improved reliability with reduced/low prices.
Your company always attempts to use the latest and advanced technology in production process.
Keeping pace with the technological developments, the company keeps on adding sophisticated
equipments with focus on automation to minimize manual intervention in the manufacturing
process thereby ensuring quality of the final products.
16

17. Future Plans
To strengthen and maintain & its leadership status, the Videocon group has clearly charted out its
course for the future. Aggressive development is in full swing at the R & D Centres to bring out
state-of-the-art technologies including True Flat, Slim, Extra Slim, Plasma & LCDs, at the
earliest.
Cost rationalization processes - are in various stages - including rationalizing factories in Europe,
increasing automation and improvement of efficiency in China, accessing flass shells from India
for international CPT facilities and a lot more - are in various stages of implementation.
Internationally all existing client relationships are being strengthened. The cost competitiveness
and increase in capacity in Mexico and Polland has opened up big opportunities in the OEM
business.
Last but not the least, in the domestic market consolidation with multiple brands paves the way
for an unassailable lead in the market.
In the Oil & Gas business, having all the basic operator capabilities of a prospecting entity, the
group is looking to add more explorations and production depth as also oil bearing assets. The
group will also get into gas distribution in India siginificantly.
At present Videocon deals in four sectors:
 Consumer Durables
 Thompson CPT (Color Picture Tube)
 CRT Glass
 Oil and Gas
17

18. Consumer Durables
Consumer Durables by Videocon have a very eminent position in Indian market and has the
largest sale and service market in India. They have an in-house manufacturing units in India. In
Consumer Durables VIDEOCON has major part in Indian market. Today, Videocon is household
name across the nation- India's No. 1 brand of Consumer Electronics & Home Appliances,
trusted by over 50 million people to improve their quality of life. It is manufacturing goods with
price range and brands. There are number of products manufactured by Videocon which as
follows:-
Color television:-
18

19. LCD:-
Plasma:-
DVD player:-
19

20. Multi-media Speakers:-
Refrigerator:-
20

21. Washing Machine:-
Microwave Ovens:-
21

22. Air conditioner:-
22

23. Various brands which are takeover by Videocon
Sansui – Sansui is very famous in color TVs and DVD player etc. it has very good share in
urban and rural market.
Electrolux – Electrolux is also well known brand in refrigerators.
Akai – akai has a very huge market share in rural market. Because its price is very low and
quality is very good.
Kelvinator – kelvinator is also very popular in home appliances and other equipments.
Kenstar – Kenstar is one of the major brands in coolers and it is very good image in market.
23

24. Achievements of Videocon
Mr. P.N.Dhoot, President of Videocon Group, awarded "MAN OF ELECTRONICS" 2005.
CNBC AWAAZ has awarded Videocon as India's most preferred Washing Machine Brand
Videocon takes over Electrolux India.
Videocon group, through offshore entity, has acquired the French conglomerate, Thomson's
worldwide Color TV Picture Tube manufacturing units.
Chairman of Videocon group, Mr. Venugopal Dhoot honored with the “Marathwada Bhushan”
Videocon emerged once again as India's most Trusted Consumer Electronics & Home
Appliances Brand
India's First Rust Free Washing Machine launched by Videocon.
24

25. Introduction to the project
Project Title
Comparison of Videocon Air Conditioners With other Competitive
Companies
Area of study
In the period of two month of my summer training my project guide research topic
“Comparison of Videocon Air Conditioners With other Competitive Companies”.The area I
covered was Jaipur city, which included 50 Dealers selling Air Conditioners.
Objective of study
 Study of dealer Awareness about Air Conditioners.
 Study of dealer Perception about the Air Conditioners.
 Identify the level of dealer satisfaction about Air Conditioners price and quality
 Market effectiveness of Videocon Air Conditioners as compare to competitors.
 Effect of Advertising and Sales Promotion Schemes and incentive on
Consumer and Dealers.
 To study the position and potential of the product in Jaipur.
25

26. Objective of research
The main objective of the research is to find out that what the condition of Videocon‟s service in
the market and know that how consumers and dealers are satisfied with the services which are
provided to them, and we can also say that find out the customer satisfaction level.
And other objective is to analyze current scenario of the market in consumer durable
sector. And analyze that who is the main competitors of Videocon Air Condition and what is the
current position of Videocon Air Condition in the market.
SIGNIFICANCE OF RESEARCH
“All progress is born of inquiry. Doubt is often better than the over confidence, for it Lead to
inquiry & inquiry to invention.” This is a famous Hudson in context of which The significance of
research can well be understood.
1. Research includes scientific & inductive thinking & it promotes the development of the logical
basis of thinking organization.
2. The role of research in several fields of applied economics, whether related to business to the
economy as whole, has greatly increased in Modern times.
3. Research provides the basis for nearly all the government policies in our country.
4. Research has it special significance in solving various operations & planning problems of
business & industries.
5. Research is equally importance for social scientists in studying social relationship & In
seeking answers to various social problem.
26

27. DATA ANALYSIS METHOD
(PROJECT RESEARCH TYPE)
The project research type is DESCRIPTIVE RESEARCH TYPE in which I know what I have to
measure & also the adequate method for measuring it along clear-cut definition of “population” I
wanted to study.
Since the aim was to obtain complete & accurate information in the said studies, the procedure to
be used was also planned.
Following are the steps to be followed while carrying out diagnostic research studies
1.Formulating the objective of the study (what the study is about & why is it being made)
2.Designing the methods of data collection
3.Selecting the sample
4.Collection the sample
5. Processing & analyzing the data
6. Reporting the finding
DATA SOURCES
Primary data
Primary data is the information collected for research purpose at hand.
Primary data was collected through an interview with the help of a structured
Questionnaire, which contained queries that were relevant to the purpose of the
Study as well as pertinent; industry related questions. the present study
Questionnaire makes use of both open ended and close ended questions.
27

28. Secondary data
Secondary data is the information which already exists. Secondary data
Collected from journals, magazines, books etc.
The secondary data for this research was obtained from textbooks, brochures
And internet. Very little research specific data was available, hence much
Emphasis was given to primary data.
RESEARCH APPROCH
Survey method was adopted in order to collect the primary data required for the
Study.
RESEARCH INSTRUMENT
Questionnaire was designed with open-end close-end questions. The questionnaire was designed
in such a manner so as to cater to all the areas and aspects the study.
SAMPLING PLAN
1. SAMPLING PROCEDURE: RANDOM SAMPLING
2. SAMPLING SIZE: 50 RESPONDENT
3. GEOGRAPHICAL COVERAGE: JAIPUR.
4. DURATION OF THE SURVEY: 2 months
DATA ANALYSIS
Logical analysis of data is done through tables, frequencies and percentages have been worked
out and also some other stastical tools like correlation and regression is also done.
28

29. PLAN ANALYSIS
The data collected have been numbered and tabulated for the purpose of analysis. Percentage has
been calculated for all the tables and different charts have also been prepared and correlation and
regression is also calculated. On the basis of analysis, influences have been drawn. Summary of
findings have been recorded and suitable suggestion are given to improve the business at
Videocon industries limited.
LIMITATIONS OF THE STUDY
In spite of working under the banner of such a magnificent company and also under the guidance
of highly matured, capable, and understanding people certain constraints do played the role of
hindrance in the way of accomplishing the assigned task. I would definitely like to share those
aspects too
1. Non-cooperation shown by certain retailers and their ignoring attitude.
2. Each and every region is not easily accessible.
3. A limited time frame i.e. of just 8 weeks, due to which we were not able to reach those
destinations which we wish we would.
(4) Secondly, we cannot say that the data taken for our study is fully adequate to get the desired
or accurate result.
(5) It takes very long process for finalization the deal.
29

30. DATA ANALYSIS
Total sample size which I have taken, is 50 dealers in Jaipur. In which 29 dealers are dealing in
Videocon and rest 21 dealers are not dealing in Videocon.
Dealers & Non Dealers
Dealers 37 74.00%
Non Dealers 13 26.00%
Total 50
80.00%
70.00%
60.00%
50.00%
40.00%
Series1
30.00%
20.00%
10.00%
0.00%
Dealers Non Dealers
Interpretation
Here we can see that 74% dealers are dealing in Videocon AC and remaining are
not.
30

31. 1. Which brand of air condition is most selling in your shop?
LG SAMSUNG VIDEOCON VOLTAS
38 % 10 % 22 % 27 %
40
35
30
25
20
Series1
15
10
5
0
LG SAMSUNG VIDEOCON VOLTAS
Interpretation
In selling point of view here we see that in market LG lead With 38% and other
companies are less in according to LG.
31

32. 2. Which company provides you better promotional scheme?
LG SAMSUNG VIDEOCON VOLTAS
22 % 17 % 56 % 5%
60
50
40
30
Series1
20
10
0
LG SAMSUNG VIDEOCON VOLTAS
Interpretation
Videocon leads with its promotional facilities.
32

33. 3. What company provides you more for the advertisement of air condition?
PAMPHLETS HOARDINGS DANGLERS OTHERS
56 % 24 % 5% 15 %
60
50
40
30
Series1
20
10
0
PAMPHLETS HOARDINGS DANGLERS OTHERS
Interpretation
Most commonly pamphlets are used followed by hoardings and Danglers.
33

34. 4. Which type of air condition is mostly preferred by the customer?
SPLIT-AC WINDOW-AC TOWER-AC CASSETTE-AC
68 % 18 % 3% 1%
80
70
68
60
50
40
30
20
18
10
3 1
0
SPLIT-AC WINDOW-AC TOWER-AC CASSETTE-AC
Interpretation
Split AC is most widely used followed by Window AC, Tower AC and Cassette
AC.
34

35. 5. In future if you will sell the air condition then which brand you will prefer?
LG SAMSUNG VIDEOCON VOLTAS
40 % 10 % 29 % 21 %
45
40
35
30
25
20 Series1
15
10
5
0
LG SAMSUNG VIDEOCON VOLTAS
Interpretation
Dealers have Chosen LG as a first choice followed by Videocon, Voltas and
Samsung.
35

36. 6. Plz Rate.
S.NO. FEATURES BRANDS LG SAMSUNG VIDEOCON VOLTAS
1 BRAND IMAGE
2 PRODUCT QUALITY
3 PRICE
4 PRODUCT RANGE
BRAND IMAGE
LG SAMSUNG VIDEOCON VOLTAS
21 % 12 % 32 % 35 %
40
35
30
25
20
Series1
15
10
5
0
LG SAMSUNG VIDEOCON VOLTAS
Interpretation
The above graph suggests that in market Voltas has best brand image, followed by
Videocon, LG and Samsung.
36

37. PRODUCT QUALITY
LG SAMSUNG VIDEOCON VOLTAS
35 % 14 % 21 % 30 %
40
35
30
25
20
Series1
15
10
5
0
LG SAMSUNG VIDEOCON VOLTAS
Interpretation
The above graph suggests that LG has best product Quality, followed by Voltas,
LG and Samsung.
37

38. PRICE
LG SAMSUNG VIDEOCON VOLTAS
31 % 17 % 6% 46 %
50
45
40
35
30
25
Series1
20
15
10
5
0
LG SAMSUNG VIDEOCON VOLTAS
Interpretation
The above graph shows that Videocon has lowest price in the market, followed by
Samsung, LG and Voltas.
38

39. PRODUCT RANGE
LG SAMSUNG VIDEOCON VOLTAS
39 % 21 % 12 % 28 %
45
40
35
30
25
20 Series1
15
10
5
0
LG SAMSUNG VIDEOCON VOLTAS
Interpretation
The above graph shows that LG has maximum product range, followed by Voltas,
Samsung and Videocon.
39

40. 7. Which brand of air condition is firstly preferred by the customers & why?
LG SAMSUNG VIDEOCON VOLTAS
26 % 24 % 13 % 37 %
40
35
30
25
20
Series1
15
10
5
0
LG SAMSUNG VIDEOCON VOLTAS
Interpretation
The above graph shows that Voltas is most preferred, followed by LG, Samsung
and Videocon.
40

41. 8. Which distributer of air condition provides you better service?
LG SAMSUNG VIDEOCON VOLTAS
37 % 26 % 13 % 24 %
40
35
30
25
20
Series1
15
10
5
0
LG SAMSUNG VIDEOCON VOLTAS
Interpretation
The above graph shows that LG provides best service, followed by Samsung, Voltas and
Videocon.
41

42. 9. Do you get quickly informed about the new schemes?
YES NO
95 % 5%
100
90
80
70
60
50
Series1
40
30
20
10
0
YES NO
Interpretation
The above graph shows that maximum dealers are award for new schemes.
42

43. 10. Customer schemes help in increase the sale of product?
YES NO
98 % 2%
120
100
80
60
Series1
40
20
0
YES NO
Interpretation
The above graph shows that maximum dealers dealers says that it help for increasing sales.
43

44. 11. Any customer schemes currently run by different brands?
BRAND SCHEMES
1 VIDEOCON YES
2 VOLTAS NO
3 LG YES
4 SAMSUNG NO
12. Level of satisfaction, if satisfied.
Highly Satisfied Satisfied Delighted Dissatisfied Highly dissatisfied
1% 62 % 5% 23 % 9%
70
60
50
40
30
Series1
20
10
0
Highly Satisfied Delighted Dissatisfied Highly
Satisfied dissatisfied
Interpretation
The above graph shows that maximum dealers are satisfied with Videocon.
44

45. CONCLUSION
From above Literature review and findings we can say that Videocon needs to redesign its
marketing strategies and improve its after sales services in order to make a success in India.
However if Videocon improves the services, then there are quite good chances of a grand success
as Indian air conditioner market is growing very fast. So Videocon has two options:
1. Improve the marketing strategies i.e. advertising, promotions etc. This could certainly
help Videocon to penetrate the tough Indian market and to keep the market share entact.
2. Improve after sales service of the Air conditioner.
Finally we can conclude that the success (or Sales) of Videocon AC is dependent on after sales
service. Indian customers won‟t buy it just because of its brand name as quality is also needed
for the expected value of money and satisfaction.
In other words we can conclude that success of Videocon AC is more dependent on its product
quality and after sales service than its price.
45

46. Suggestions
After studying the various parameters of Videocon AC, we have found out that the sales of the
product is decreasing because of inferior after sales services.
We recommend the following:-
1) Improve after Sales Service – It has been found out that customers find the after sales
services of other AC‟s better than their Videocon brand. So, improvement in after sales service
can help in increasing sales.
2) Improve the marketing strategies i.e. advertising, promotion etc. This will surely help
Videocon to penetrate the tough Indian market and to keep the market share intact.
3) Attractive schemes must be launched by company in order to attract lower middle class.
4) Increase the number of Engineers in after sales Service department.
5) More promotional campaigns must be started.
6) Number of call centre should be increased.
46

47. Annexure
1. Which brand of air condition is most selling in your shop?
(a) LG ( ) (b) SAMSUNG ( )
(c) VIDEOCON ( ) (d) VOLTAS ( )
2. Which company provides you better promotional scheme?
(a) SAMSUNG ( ) (b) LG ( )
(c) VIDEOCON
( ) (d) VOLTAS ( )
3. What company provides you more for the advertisement of air condition?
(a) PAMPHLETS ( ) (b) HOARDINGS ( ) (c) DANGLERS ( )
(d) IF OTHER PLEASE SPECIFY: --------------------------------------------------------
4. Which type of air condition is mostly preferred by the customer?
(a) SPLIT-AC ( ) (b) WINDOW-AC ( )
(c) TOWER-AC ( ) (d) CASSETTE-AC ( )
5. In future if you will sell the air condition then which brand you will prefer?
(a) LG ( ) (b) SAMSUNG ( )
(c) VIDEOCON ( ) (d) VOLTAS ( )
6. Plz Rate.
S.NO. FEATURES BRANDS LG SAMSUNG VIDEOCON VOLTAS
1 BRAND IMAGE
2 PRODUCT QUALITY
3 PRICE
4 PRODUCT RANGE
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48. 7. Which brand of air condition is firstly preferred by the customers & why?
(a) LG ( ) (b) SAMSUNG ( )
(c) VIDEOCON ( ) (d) VOLTAS ( )
Plz Specify.
……………………………………………………………………………………
8. Which distributer of air condition provides you better service?
(a) LG ( ) (b) SAMSUNG ( )
(c) VIDEOCON ( ) (d) VOLTAS ( )
9. Do you get quickly informed about the new schemes?
(a) YES ( ) (b) NO ( )
10. Customer schemes help in increase the sale of product?
(b) YES ( ) (b) NO ( )
11. Any customer schemes currently run by different brands?
BRAND SCHEMES
1 VIDEOCON
2 VOLTAS
3 LG
4 SAMSUNG
12. Level of satisfaction, if satisfied.
a. Highly Satisfied ( ) b. Satisfied ( )
c. Delighted ( ) d. Dissatisfied ( )
e. Highly dissatisfied ( )
 PERSONAL DETAILS:
NAME…………………………………………………………………….
ADDRESS………………………………………………………………...
PHONE NO………………………………………………………………
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49. BIBLIOGRAPHY
1) www.videoconworld.com
2) www.google.co.in
3) C.R. Kothari, Research Methodology
4) Philip Kotler, “Marketing Management”
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